Hijab as a Muslim Attire and a Fashion Trend in Bangladesh

Abstract

This research focuses to understand the driving forces behind wearing hijab. It investigates hijabistas’ buying behavior and identifies reasons for its increased demand in Bangladesh. It analyzes data using consumer buying behavior concept as the theoretical framework. Descriptive research design is used to collect qualitative and quantitative empirical data. A sample of 100 Bangladeshi women who wear hijab are selected as respondents using convenience and snowball sampling techniques. Personal interview and online survey are used to collect data. Increase in Islamic followers has increased Islamic consumerism. Traditionally, Muslim attire is worn to conform to religious values. In the last decade, hijab became popular Muslim attire as a part of not only religion but also fashion statement. Fashion consciousness with religious imprints, impacts of influencers and opinion leaders through social media, a means of enhancement of beauty, and globalization have positive causal relationships with growing popularity of hijab in Bangladesh. Acceptance of hijab has been increased by global brands as they incorporated various marketing strategies along with introduction of hijab in their product line.

Keywords: Bangladesh, Hijab, Hijabista, Hijab buying behavior, Hijab fashion trend, Muslim attire

DOI: 10.7176/EJBM/13-3-08

Publication date: January 31^st 2021