Factors Influencing the Purchase Intention of Modest Fashion Products: A Study on Muslim Women Consumers in Malaysia

Recognized as one of the Muslim dominated countries, Malaysia is seen to have a good prospect for marketing modest fashion products. Nevertheless, modest fashion presents unique marketing challenges due to its sensitivity to religious issues and its niche consumer base. While established brands like dUCk, Naelofar, and Jovian are believed to benefit greatly from having well-known figures as their founders, other businesses require effective marketing strategies to compete in the market. Therefore, this research aims to identify the primary factors that drive Muslim women consumers in Malaysia to purchase modest fashion products. The study adopts a quantitative research method, with data collected through an online survey from a sample of 116 valid responses. Data analysis was conducted using SPSS version 29 and AMOS version 29 for Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The result revealed that two out of three hypotheses were supported. Muslim Influencers (MI) had a significant positive effect on Purchase Intention (PI), while Design and Trend (DT) demonstrated a significant negative effect, suggesting that consumers prioritize modesty over trends. Brand Consciousness (BC), however, was revealed to be insignificant in influencing the PI of Muslim women consumers for modest fashion products. The findings contribute to the understanding of Muslim women's consumer behavior in purchasing modest fashion, offering practical guidelines for brands to prioritize value-aligned marketing strategies. The study also discusses its limitations and provides directions for future research.