#5410. The determinants of Muslim womens pro-sport Hijab purchase intention: a theory of planned behavior perspective

September 2026publication date
Proposal available till 13-06-2025
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Journal’s subject area:
Strategy and Management;
Tourism, Leisure and Hospitality Management;
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
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 womens sporting products purchase intention. The purpose of this study was to explore the determinants of Muslim womens pro-sport Hijab purchase intention through the lens of the theory of planned behavior. Research methods: Following Ajzens (20XX) 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).
Keywords:
mixed-method study; Muslim women; pro-sport Hijab; theory of planned behavior

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