Factors Affecting Purchase Intention of Veil Clothing among Women

Islamic veil is a kind of clothing that Muslim women are recommended to use while appearing in the society and among interacting by unfamiliar men. Based on Islamic teachings, this kind of clothing is necessary for women’s protection and self-respect. Unfortunately this Islamic gift faces by some opposes usually from whom are ambassador of western culture. Therefore conducting some research with the aim of getting familiar with factors affecting women using and consuming this kind of clothing has a great importance. Based on Consumer Behavior Theories, purchase intention leads to consuming behavior. In this study, literature review leads us to study four variables of Materialism, Subjective Norm, Religiosity and Islamic veil Involvement. Their effect on Purchase Intention of Islamic veil clothing studied. Results show a significant negative effect of Materialism on both variables of Religiosity and Subjective Norm. In return These Variables have a significant effect on Islamic veil Involvement. The effect of Islamic veil Involvement on Purchase Intention of veil clothing was significant. Direct effect of Materialism, Religiosity and Subjective Norm on Purchase Intention of veil clothing was not supported.