Hijab, Faith and Fashion: Unpacking the Drivers of Clothing Choice and Fashion Consciousness Among Indonesian Muslim Women
DOI:
https://doi.org/10.21580/jdmhi.2026.8.1.30649Abstract
The rapid growth of the global modest fashion industry has transformed hijab fashion from a niche market into a mainstream consumer sector. Despite its increasing economic and cultural significance, empirical research examining the determinants of Muslim women’s preferences for hijab clothing styles remains limited, particularly in the context of the interaction between religious knowledge, social media influence, and contemporary fashion trends. This study addresses this gap by investigating the effects of Islamic knowledge, hijab fashion influencers, and modern hijab fashion styles on fashion consciousness and their subsequent impact on hijab clothing style preferences among Muslim women. A quantitative approach was employed using a survey of 150 Muslim women aged 18–35 years in Pontianak, Indonesia, who actively use Instagram and wear the hijab. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0. The findings reveal that Islamic knowledge does not significantly influence fashion consciousness (β = –0.042, p = 0.683), indicating that religious understanding alone does not determine fashion awareness in hijab consumption. Similarly, the influence of hijab fashion influencers is not statistically significant (β = 0.121, p = 0.145). In contrast, modern hijab fashion styles demonstrate a strong positive effect on fashion consciousness (β = 0.703, p < 0.001). Furthermore, fashion consciousness significantly influences consumers’ preferences in selecting hijab clothing styles (β = 0.638, p < 0.001). These findings suggest that contemporary aesthetic and visual elements play a more substantial role than religious knowledge or influencer exposure in shaping hijab fashion preferences. The study contributes to the modest fashion literature by highlighting the dominant role of fashion consciousness as a mediating factor and provides practical insights for modest fashion brands in designing products and marketing strategies that align with evolving consumer preferences.
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