Hijab fashion supply chain: a theoretical framework traversing consumers’ knowledge and purchase intention

Donlinks School of Economics and Management University of Science and Technology Beijing, Xueyuan Road 30, Haidian, Beijing, China

^a Corresponding author: eliemulyadi@yahoo.co.id

Abstract

The recent expeditious growth of Muslim population in the world initiates a dramatic upsurge of demand for Hijab fashion. Hijab fashion is a green and sustainable fashion in accordance with Islamic principles on the modesty, safety, cleanliness, and comfort of clothings. Hijab supply chain is an indispensable issue, predominantly for Muslim consumers, manufacturers, and suppliers that oblige global Muslim markets. Nonetheless, research on Hijab fashion is very limited. More specifically, although knowledge of products has a significant consequence on consumers’ intention to buy Hijab, no preceding research have attempted to hypothesize the relationship between the knowledge dimensions of Hijab supply chain and consumer purchase intention. This paper attempts to propose an initial framework regarding Hijab purchase behavior. After an overall search of research articles directed in journal reference lists and electronic databases, the conceptual framework was created to hand out a set of propositions highlighting how to strengthen the link between consumers’ knowledge dimensions and their intention to purchase Hijab. Recommendations for future research and strategies to boost the advantages for Hijab fashion suppliers, manufacturers, and marketers can be obtained from this model.