Western and Islamic wear: How fashion bloggers influence the Malay fashion consumers’ purchasing decision in reconciling the collision

Abstract

Malay consumers need to obey the restrictions outlined by religion and culture when it comes to fashion. However, this situation does not stop them from being fashionable. In contrast, they are always looking for alternatives to look stylish or stay in trend while also obeying religious values and cultural context, mainly young consumers. With morechoices available in the market, this situation has given them more opportunities to create a distinctive style (mix and match). For instance, they can combine Islamic and Western trends with satisfying the restrictions and desires of modern Malay women as displayed by fashion bloggers, who are able to affect their purchasing decision. This study aims to analyse Malay fashion bloggers' influence on Malay fashion consumers' purchasing decisions, who face the restrictions and challenges of fashion due to religious values and cultural context. In other words, they have to follow the restrictions outlined by religion, for instance, by choosing the apparel that does not resemble their body figures and cover their hair and body, which can avoid them from provoking society. This research underwent a qualitative approach by conducting semi-structured interviews with 16 respondents to analyse how Malay female fashion consumers are influenced by Malay fashion bloggers, who guide them on choosing fashion products that satisfy all parties. This study is among the first to study Malay fashion bloggers who have different religions and cultures. Findings also extend studies of fashion bloggers' roles and Muslim fashion consumers.