Evaluating the Effect of Religiosity and Awareness of Fashion on the Intention to Purchase Hijab Products of Women in the Iranian Society

Subject Areas : Quarterly Journal of Woman and Society

Majid Ahmadi ¹ (Adjanct Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran)
alireza rousta ² (Associate Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran)
Zahra Gharedaghi ³ (Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran)

Received: 2023-06-03 Accepted : 2024-04-26 Published : 2024-07-22

Keywords: Religiosity, Awareness of Fashion, Content Marketing, Perceived Effectiveness of the Consumer, Intention to Purchase Hijab Products,

Abstract :

The aim of the research was to evaluate the effect of religiosity and fashion awareness on the intention to purchase hijab products of women in the Iranian society.

The current research is an applied research in terms of its purpose and a descriptive and correlational research in terms of data collection. The statistical population of the research is all female graduate students in the cities of Tehran, Tabriz, Mashhad, Isfahan and Shiraz. Also, the number of 384 people was determined as a sample using Cochran's formula method, and 410 questionnaires were distributed using available sampling method and 397 questionnaires were collected. The reliability of the questionnaire was evaluated by evaluating Cronbach's alpha coefficient, which was 0.820.

The results showed that religiosity, subjective norms, perceived consumer effectiveness, content marketing, awareness of fashion, and the source of fashion knowledge have a significant effect on the intention to purchase hijab products of Iranian graduate students in Tehran, Tabriz, Mashhad, Isfahan, and Shiraz. Also, the role of religiosity on attitude towards behavior has been shown. Attitude towards behavior has a positive effect on the intention to buy hijab products of Iranian women. Finally, the role of perceived behavioral control on the purchase intention of Iranian women's hijab products is insignificant.

In this research, religiosity had the greatest effect on attitude towards behavior with a score of 9.238, and perceived behavioral control had the least effect on the intention to purchase hijab products of women in the Iranian society with a score of 2.796.

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