Navigating Modesty And Fashion: A Comparative Study Of Hijab Fashion Consciousness Among Iranian And Ghanaian Hijabistas

Abstract

This study explores how fashion knowledge, uniqueness, dressing style, and motivation affect hijab fashion consciousness among Muslim women in Iran and Ghana. By exploring these influences, the research highlights how cultural and religious contexts impact hijab fashion consumption across these two distinct markets. The current study utilized a quantitative research approach, leveraging Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine data collected from 349 female participants in Iran and Ghana. A cross-country comparison was undertaken using a multi-group analysis, which explored the impact of multiple factors on fashion consciousness in the two countries. Moreover, the study identifies fashion uniqueness and motivation as key drivers of fashion consciousness, with cultural differences shaping their influence. In Ghana, fashion motivation plays a stronger role in shaping fashion consciousness. In contrast, in Iran, fashion uniqueness has a more significant impact on fashion consciousness, reflecting each country's distinct cultural and religious contexts. The findings offer strategic insights for fashion brands, designers, marketers, and policymakers targeting the global Muslim fashion segment. Marketing strategies should be culturally relevant, emphasizing contemporary trends in Ghana while aligning with modesty-focused branding in Iran. Furthermore, this study offers a unique cross-cultural examination of hijab fashion consciousness, enhancing the sparse literature on Islamic fashion. Comparing Iranian and Ghanaian hijabistas enhances the understanding of how religious and cultural factors determine fashion engagement in emerging Muslim fashion markets.