Female non–Muslim purchase intentions of modest fashion products in Malaysia

Abstract

The global rise of modest fashion is a great opportunity to increase the revenue of halal industry in Malaysia. Most studies on the halal industry focus on halal food while there are hardly any studies on modest fashion. Non-Muslims make up 11 million of the country's population. Moreover, the demand for modest fashion is increasing among non-Muslims. For this reason, there is a need to cater to the non-Muslim consumer market segment in Malaysia as marketers should not ignore the potential purchasing power of non–Muslims. The purpose of this study is to investigate the purchasing intentions of female non-Muslim consumers for modest fashion products. Using a quantitative method, this study investigates 302 Malaysian non-Muslim women through convenience sampling. The survey was conducted using an online questionnaire distributed through social media and as well as offline interception. Descriptive analysis and multiple regression analysis were conducted using Statistical Package for Social Science (SPSS) version 25. This study attempts to answer the questions on the influence of product price, product quality, fashion uniqueness and cultural adaptation on female non-Muslim consumers of modest fashion products in Malaysia. The results show that product price, product quality, fashion uniqueness and cultural adaptation have a positive relationship with the purchase intentions of female non-Muslim consumers for modest fashion products in Malaysia. This research benefits the government, fashion industry workers and the researcher by improving the Islamic economy and halal industry revenue, helping fashion designers and marketers to improve their marketing strategies to non-Muslim consumers, and increasing knowledge and research on modest fashion products in Malaysia. Keywords: cultural adaptations, fashion uniqueness, modest fashion, non-Muslim consumers, product price, product quality