Hijab Fashion Consciousness and Consumption Among Generations X and Y

DOI

10.2991/icfied-17.2017.37How to use a DOI?

Keywords

Hijab, fashion consciousness, consumption, generation X, generation Y

Abstract

Marketers believe that they should treat generations X and Y as two different market segments, including when they offer a fashion product. Islam has strict laws regarding women's fashion: All women should cover their head and body using a veil or hijab regardless of their cohort or age. This study aims to examine the influence of cohort on hijab fashion-related attitude and consumption behaviour. The study finds no significant differences between generations X and Y in terms of dressing style, source of fashion knowledge, fashion motivation, fashion uniqueness, hijab fashion consciousness or social network site-related behaviour. The study also finds that the significant differences between generations X and Y in terms of hijab fashion consciousness are influenced by level of income and level of fashion expenditure.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Farida Hasna
AU  - Sri Rahayu Hijrah Hati
PY  - 2017/04
DA  - 2017/04
TI  - Hijab Fashion Consciousness and Consumption Among Generations X and Y
BT  - Proceedings of the 2017 2nd International Conference on Financial Innovation and Economic Development (ICFIED 2017)
PB  - Atlantis Press
SP  - 188
EP  - 191
SN  - 2352-5428
UR  - https://doi.org/10.2991/icfied-17.2017.37
DO  - 10.2991/icfied-17.2017.37
ID  - Hasna2017/04
ER  -