Factors influencing the online purchase intention of shariah-compliant apparel among Muslim generation Z in Malaysia

Abstract

Halal industry has flourished in numerous nations, encompassing sectors such as clothes or apparel. There is a scarcity of empirical studies focusing on the buying intention of Shariah-compliant apparel, despite the abundance of literature on purchase intention in the halal market, specifically in relation to food and cosmetic products. This study aims to evaluate the factors that influence the online purchasing intention of Shariah-compliant apparel using a quantitative methodology in order to address the existing gap. The convenience sampling technique is employed to gather data from Generation Z Muslims who are born between the year 1995 to 2009 in Malaysia using an online questionnaire as the research tool. This study utilises the extended Theory of Planned Behaviour (TPB) as the research framework. The data were analysed using both descriptive statistics and exploratory factor analysis (EFA). Hypotheses were tested through structural equation modelling (SEM) using SMART-PLS, and a one-way ANOVA was conducted using SPSS. The results show that attitude, aesthetic components, fashion consciousness, and online consumer reviews have a significant positive (p<0.05) influence on online purchase intention, while social media influencers have a significant (p<0.05) negative impact. Demographically, only the monthly frequency of shopping for apparel significantly affects online purchase intention. This result offers significant knowledge for marketers, designers, and policymakers, empowering them to make well-informed choices and successfully cater to the needs of generation Z consumers in the Halal fashion business, particularly in relation to Shariah-compliant apparel. Through this study too, Generation Z Muslims are indirectly exposed to Shariah-compliant apparel.