... these women navigate the cognitive dissonance arising from their desire to adhere to modest fashion while engaging with mainstream and luxury Western fashion brands. Design/methodology/approach Through qualitative interviews with 17 Muslim women living in Europe, the findings reveal a complex relationship...

... theory to analyze online impulse buying. Second, online impulse buying analysis was conducted in a modest fashion retail context. Third, the interplay of the variables focuses on the consumer’s intrinsic motivation, showing that intrinsic factors also play a crucial role in promoting online impulse...

... and social media have become essential for the success of modest fashion designers and entrepreneurs (Lewis , 2015a, 2015b). A recent study (Pemberton and Takhar, 2021) shows that the increasing visibility of hijab bloggers particularly affects the attitudes of young millennials. However...

...@bournemouth.ac.uk 25 05 2021 24 09 2021 21 01 2022 27 06 2022 24 07 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Religious identity Female Muslim consumers Religiosity Modest fashion Sharia clothing Fashion in Islam...

...Muhamad Izzuddin Zainudin; Faridah Haji Hasan; Abdul Kadir Othman Purpose The growing competition in Malaysia’s modest fashion industry has proven to be the main challenge for the business to stay relevant in the market. Based on this reason, it is vital for marketers to create a differentiation...