Factors influencing consumers` intention to buy muslimah fashion products in China

Abstract

The global Muslimah fashion industry is gaining a lot of attention from multiple stakeholders. There is a vast potential market for Muslimah fashion in China due to the influence of the global economy. This has led to increased interest among researchers regarding the factors influencing consumers’ intention to buy Muslimah fashion products in China. This study examines the factors that influence consumers` intention to buy Muslimah fashion products in China. Primary data was collected using purposive sampling by distributing a self-administrated questionnaire in China of which 385 were valid for analysis. SPSS was used to analyze the collected data and determine the constructs’ reliability, Exploratory factor analysis (EFA) and multiple regression analysis were also performed and concluded that attitude, subjective norm, and religiosity significantly and positively influence consumers’ intention to buy Muslimah fashion products in China while perceived behavioural control and price do not have a significant