Impact of Fashion Consciousness on Hijabistas’ Buying Behavior

Abstract

The basic purpose of this research is to establish a methodology for studying and understanding contributing factors towards fashion consciousness and its impact on hijab buying behavior of hijabistas present in Universities of Lahore. This population was represented by 100 respondents taken from top five universities of Lahore. These respondents were asked to fill a questionnaire and return. The data collected was statistically analyzed by using Pearson’s correlation technique and linear regression analysis which supported the hypotheses and generated evidence in favor of the hypotheses. It is clearly evident from the results that way of dressing, sources of fashion information, fashion motivation and uniqueness of fashion are the determinants of fashion consciousness of hijabistas. Fashion consciousness positively impacts hijabistas hijab buying behavior as evident by the significance of the impact.

Keywords: Fashion Consciousness, Hijab Fashion Consumption, Fashion Uniqueness, Dressing Style, Motivation