Authors: Aydoğan Soygüden
Addresses: Faculty of Sport Science, Erciyes University, Kayseri, Turkey
Abstract: This study aims to find out the expectation of the Muslim consumers from the halal sportswear industry. The study was applied to university female students. In the study, 51.1% of these participants were in the 21-25-age group. In the study, for question 1 'Can you find halal sportswear easily?', evaluation was 'very little'. For question 2 'Are the materials used in halal sportswear correct?', evaluation was 'partially'. The result of their interviews with male students, they stated that there were no problems with the issue of halal sportswear. However, female students stated that they had difficulties in finding halal sportswear, halal sportswear was not used from materials suitable for sporting activities and famous brands did not produce halal sportswear. It was concluded that the demand for halal sportswear should be made in a more serious and organised way to make sports more comfortable for female athletes and people.
Keywords: Muslim consumer; halal sportswear; sports.
International Journal of Islamic Marketing and Branding, 2020 Vol.5 No.3, pp.214 - 227
Received: 28 Apr 2020
Accepted: 31 Oct 2020
Published online: 22 Feb 2021 *