The determinants of Muslim women's pro-sport Hijab purchase intention: a theory of planned behavior perspective

ABSTRACT

Research question

Muslim women are increasingly purchasing sporting products. However, there remains a dearth of sport marketing scholarship detailing the key predictors of Muslim women's sporting products purchase intention. The purpose of this study was to explore the determinants of Muslim women's pro-sport Hijab purchase intention through the lens of the theory of planned behavior.

Research methods

Following Ajzen's (2019) recommendations, we collected data from Muslim women transnationally by using a mixed-method study (i.e. sequential exploratory design) approach: Study 1 (n = 23), Study 2 (n = 282), and Study 3 (n = 347).

Results and findings

The study results revealed that participants’ pro-sport Hijab purchase intention was influenced by subjective norms (β = .578) and their attitude (β = .187). Further, subjective norms for the participants were shaped by their unique injunctive and descriptive normative beliefs. Additionally, participants’ attitude towards pro-Sport Hijab was dependent upon their distinctive behavioral beliefs.

Implications

This study contributes to the limited knowledge detailing Muslim women's sporting products purchase intention. We argue that, as a way of enhancing Muslim women's sport consumption, sport marketers should develop products to help Muslim women comply with their religious beliefs. We further discuss the theoretical and practical implications of this study.

KEYWORDS:

• Muslim women
• pro-sport Hijab
• theory of planned behavior
• mixed-method study

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that support the findings of this study are available from the corresponding author upon reasonable request.

Ethical consideration note

The study was approved by the Texas A&M University, College Station, USA, internal review board. We took consent from all of the participants of the study.

Additional information

Funding

This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.