IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v17y2025i2p106-120.html

Factors Influencing the Purchase Intention of Modest Fashion Products: A Study on Muslim Women Consumers in Malaysia

Author

Listed:
  • Wan Annisa Sofia Binti Wan Kamaruddin
  • Muhammad Tahir Jan
  • Fatin Husna Suib

Abstract

Recognized as one of the Muslim dominated countries, Malaysia is seen to have a good prospect for marketing modest fashion products. Nevertheless, modest fashion presents unique marketing challenges due to its sensitivity to religious issues and its niche consumer base. While established brands like dUCk, Naelofar, and Jovian are believed to benefit greatly from having well-known figures as their founders, other businesses require effective marketing strategies to compete in the market. Therefore, this research aims to identify the primary factors that drive Muslim women consumers in Malaysia to purchase modest fashion products. The study adopts a quantitative research method, with data collected through an online survey from a sample of 116 valid responses. Data analysis was conducted using SPSS version 29 and AMOS version 29 for Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The result revealed that two out of three hypotheses were supported. Muslim Influencers (MI) had a significant positive effect on Purchase Intention (PI), while Design and Trend (DT) demonstrated a significant negative effect, suggesting that consumers prioritize modesty over trends. Brand Consciousness (BC), however, was revealed to be insignificant in influencing the PI of Muslim women consumers for modest fashion products. The findings contribute to the understanding of Muslim women's consumer behavior in purchasing modest fashion, offering practical guidelines for brands to prioritize value-aligned marketing strategies. The study also discusses its limitations and provides directions for future research.

Suggested Citation

  • Wan Annisa Sofia Binti Wan Kamaruddin & Muhammad Tahir Jan & Fatin Husna Suib, 2025. "Factors Influencing the Purchase Intention of Modest Fashion Products: A Study on Muslim Women Consumers in Malaysia," Information Management and Business Review, AMH International, vol. 17(2), pages 106-120.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:2:p:106-120
    DOI: 10.22610/imbr.v17i2(I)S.4551
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4551/3009
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4551
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v17i2(I)S.4551?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hai Ho Nguyen & Bang Nguyen-Viet & Yen Thi Hoang Nguyen & Tin Hoang Le, 2022. "Understanding online purchase intention: the mediating role of attitude towards advertising," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2095950-209, December.
    2. Reinartz, Werner & Haenlein, Michael & Henseler, Jörg, 2009. "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 332-344.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wilawan Jansri, 2019. "Perception of Residents, Community Participation and Support for Tourism Development in the Old Town Muang Songkhla, Thailand," Proceedings of the 13th International RAIS Conference, June 10-11, 2019 07WJ, Research Association for Interdisciplinary Studies.
    2. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    3. Lirios Alos-Simo & Antonio J. Verdu-Jover & Jose M. Gomez-Gras, 2020. "Knowledge Transfer in Sustainable Contexts: A Comparative Analysis of Periods of Financial Recession and Expansion," Sustainability, MDPI, vol. 12(12), pages 1-24, June.
    4. Kusa, Rafał & Suder, Marcin & Duda, Joanna, 2023. "Impact of greening on performance in the hospitality industry: Moderating effect of flexibility and inter-organizational cooperation," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    5. Liang Xiao & Linyong Luo & Tongping Ke, 2024. "The influence of eWOM information structures on consumers’ purchase intentions," Electronic Commerce Research, Springer, vol. 24(3), pages 1713-1735, September.
    6. Tu Thanh Hoai & Nguyen Phong Nguyen, 2022. "Internal Control Systems and Performance of Emerging Market Firms: The Moderating Roles of Leadership Consistency and Quality," SAGE Open, , vol. 12(3), pages 21582440221, September.
    7. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    8. Groza, Mark D. & Groza, Mya Pronschinske, 2018. "Salesperson regulatory knowledge and sales performance," Journal of Business Research, Elsevier, vol. 89(C), pages 37-46.
    9. Oubrich, Mourad & Hakmaoui, Abdelati & Benhayoun, Lamiae & Solberg Söilen, Klaus & Abdulkader, Bisan, 2021. "Impacts of leadership style, organizational design and HRM practices on knowledge hiding: The indirect roles of organizational justice and competitive work environment," Journal of Business Research, Elsevier, vol. 137(C), pages 488-499.
    10. Younès El Manzani & Mohamed Larbi Sidmou & Jean-Jack Cegarra, 2018. "Does IS0 9001 quality management system support product innovation? An analysis from the sociotechnical systems theory," Post-Print hal-03080217, HAL.
    11. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    12. Marcos Carchano & Inmaculada Carrasco & Angela González, 2025. "Examining environmental proactivity in the Spanish wine industry: The moderating role of size," Agribusiness, John Wiley & Sons, Ltd., vol. 41(1), pages 127-157, January.
    13. Ali, Hassan & Azhar, Maham & Zain, Marium & Shekhani, Hira & Muhammad Iqbal, Fahad, 2022. "How E-Learning Is Reshaping the Education Industry of Developing Economy? An Evidence from PLS-SEM Approach," MPRA Paper 112308, University Library of Munich, Germany.
    14. Mahadzirah Mohamad & Asyraf Afthanorhan* & Zainudin Awang & Morliyati Mohammad, 2019. "Comparison Between CB-SEM and PLS-SEM: Testing and Confirming the Maqasid Syariah Quality of Life Measurement Model," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(3), pages 608-614, 03-2019.
    15. Dafna Kariv & Carlo Giglio & Vincenzo Corvello, 2025. "Fostering Entrepreneurial intentions: exploring the interplay of education and endogenous factors," International Entrepreneurship and Management Journal, Springer, vol. 21(1), pages 1-27, December.
    16. Xuelin Chen & Mohammad Masukujjaman & Abdullah Al Mamun & Jingzu Gao & Zafir Khan Mohamed Makhbul, 2023. "Modeling the significance of work culture on burnout, satisfaction, and psychological distress among the Gen-Z workforce in an emerging country," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    17. Chen, Xia & Miraz, Mahadi Hasan & Gazi, Md. Abu Issa & Rahaman, Md. Atikur & Habib, Md. Mamun & Hossain, Abu Ishaque, 2022. "Factors affecting cryptocurrency adoption in digital business transactions: The mediating role of customer satisfaction," Technology in Society, Elsevier, vol. 70(C).
    18. Sarstedt, Marko & Wilczynski, Petra & Melewar, T.C., 2013. "Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities," Journal of World Business, Elsevier, vol. 48(3), pages 329-339.
    19. Osama Sohaib & Kyeong Kang & Mohammad Nurunnabi, 2018. "Gender-Based iTrust in E-Commerce: The Moderating Role of Cognitive Innovativeness," Sustainability, MDPI, vol. 11(1), pages 1-16, December.
    20. Rodríguez-López, María Eugenia & Higueras-Castillo, Elena & Rojas-Lamorena, Álvaro J. & Alcántara-Pilar, Juan Miguel, 2024. "The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model," Technological Forecasting and Social Change, Elsevier, vol. 198(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:17:y:2025:i:2:p:106-120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.