Drivers of Modest Fashion Consumption: Evidence on the Moderating Effect of Fashion Consciousness

Abstrak

This study aims to examine the factors influencing hijab fashion consumption and fashion consciousness among Muslim women. A quantitative approach was employed using primary data collected from 200 respondents through purposive sampling and analyzed using Structural Equation Modeling (SEM). The study investigates the effects of religion values, motivation, fashion knowledge, dressing style, and fashion uniqueness on hijab fashion consciousness and its impact on consumption behavior. The findings reveal that all variables have a significant direct effect on hijab fashion consumption, with p-values below 0.05. In addition, hijab fashion consciousness significantly mediates the relationship between the independent variables and consumption behavior. These results indicate that both internal and external factors play an important role in shaping fashion awareness and consumption patterns, emphasizing the relevance of psychological, social, and knowledge-based aspects in influencing fashion-related decisions.