Determinants of fashion consciousness in Indonesian Muslim women’s hijab consumption

Purpose – This study examines the determinants of hijab fashion consumption by exploring the factors influencing fashion consciousness and its subsequent effect on hijab fashion consumption.Methodology – A quantitative approach was adopted. Primary data were collected from 390 respondents and analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS version 4.1.0.6.Findings – The analysis revealed that dressing style, fashion uniqueness, and conformity positively and significantly influence fashion consciousness. Fashion consciousness has a significant positive impact on hijab fashion consumption. In contrast, the sources of fashion knowledge and motivation did not significantly affect fashion consciousness. Implications – These findings contribute to a deeper understanding of the interplay between individual stylistic choices and cultural norms that shape hijab fashion consumption. This study offers valuable insights into both academic research and industrial practice.Originality – This study investigated the antecedents of hijab fashion consumption in Indonesia by incorporating conformity into a model adapted from Hassan and Harun (2016). It also provides empirical insights from Indonesia, a market that remains underrepresented in the global modest fashion literature despite its cultural and commercial significance.