Clothing purchase motives and status consumption among migrant Muslims
by Syadiyah Abdul Shukor; Ahmad Jamal
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 1, No. 2, 2015

Abstract: Although prior research considers status consumption, it largely ignores the buying behaviour of Muslims. The purpose of this study is to explore the relationship between clothing purchase motives and status consumption of young adult migrant Muslims. A total of 222 respondents from the UK participated in this study. The data analysis included descriptive analysis, reliability, exploratory factor analysis, and regression analysis. Our findings show that four clothing purchase motives (namely uniqueness, conformity, self-congruity, and modesty) are related to status consumption among young Muslims. This study provides a useful source of information that can be used by fashion marketers who wish to target young adult migrant Muslims seeking status consumption.

Online publication date: Fri, 18-Sep-2015

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