Abstract:

The study aims to examine the influence of fashion consciousness on hijab fashion consumption among Muslim women (Muslimas) born between 1985 and 2004, i.e., the so-called Millennial Generation. Online and offline surveys were given to 215 subjects. The study shows that fashion consciousness significantly influences Millennials’ hijab fashion consumption. The study also shows that Millennial Muslimas place much higher importance on uniqueness in choosing a hijab, followed by fashion style. Source of knowledge has become the last variable that influences Muslimas’ hijab consciousness, while fashion motivation becomes the only variable that does not significantly influence Muslimas’ fashion consumption.