Muslim millennials fashion self-congruity:How the religiosity and spiritual well-being affect?

Abstract

Individual attitudes and behavior can be influenced by religiosity and spiritual well-being. Religiosity has four dimensions: belief, emotional involvement, and guidance, while spiritual well-being can influence behavior and attitudes by promoting transcendence and a harmonious relationship with the environment. In this context, the study examined how religiosity and spiritual well-being influence how millennials relate to fashion. The researchers collected data from an online survey completed by 287 participants and used least-squares structural equation modeling (PLS-SEM) to analyze the data. The results showed that religious relatedness and guidance were the most significant drivers of fashion self-congruence, specifically IIFSC. In addition, spiritual well-being is a mediator variable between dimensions of religiosity, including busyness, faith, and emotional involvement, and fashion self-congruity measures such as AFSC and IIFSC. This study gives fashion industry managers insights into how religiosity and spiritual well-being influence millennials’ fashion purchase decisions. By understanding these key factors, fashion industry managers can improve their marketing strategies to fulfill the needs of millennial customers better.