Purpose

The purpose of this study is two-fold: classifying non-Muslim halal fashion buyers by applying quantitative techniques and identifying the persuading determinants of the non-Muslim women’ halal fashion buying behaviour (HFBB).

Design/methodology/approach

By adapting items from prior studies, a structured questionnaire was developed and distributed face-to-face to various Muslim fashion stores in Malaysia. After a one-month effort, 221 responses were obtained from non-Muslim consumers by using convenience sampling. Next, a clustering analysis was used to classify them from a contrasting perspective. Finally, regression and Andrew F. Hayes’s process procedures were applied to examine the three independent variables’ effect and the moderating variables.

Findings

The results revealed the characteristic behaviour of the non-Muslim women explicitly, which is related to their halal fashion purchasing decision. Based on the ANOVA results, there were different motives for buying halal fashion by non-Muslim women. Additionally, it was found that the most crucial determinants for non-Muslim’s HFBB are “cultural adaptation”, albeit, there is no substantial proof of a significant moderating effect of age and income on the consumers.

Research limitations/implications

These discoveries are advantageous for halal fashion retailers and provide an appealing domain for further investigations in the context of the global halal study.

Practical implications

This study provided an idea for an untapped segment on the halal fashion sellers’ segmentation and positioning strategy. The study’s results suggested specific managerial and practical recommendation that the sellers can use to attract non-Muslim consumers.

Originality/value

This study was amongst the uncommon investigations within the halal fashion context that will enlighten the managers’ selling strategy on the most neglected market segment. The results of this study provided an empirical understanding of how to sell halal fashion to non-Muslim consumers.

中文翻译：

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剖析非穆斯林消费者的清真时尚购买行为：定量方法

目的

本研究的目的有两个：通过应用定量技术对非穆斯林清真时尚购买者进行分类，并确定非穆斯林女性清真时尚购买行为 (HFBB) 的说服决定因素。

设计/方法/方法

通过改编先前研究中的项目，开发了一份结构化问卷，并面对面分发给马来西亚的各种穆斯林时装店。经过一个月的努力，通过便利抽样从非穆斯林消费者那里获得了 221 份回复。接下来，使用聚类分析从对比的角度对它们进行分类。最后，应用回归和 Andrew F. Hayes 的过程程序来检验三个自变量的影响和调节变量。

发现

结果明确揭示了非穆斯林女性的特征行为，这与她们的清真时尚购买决策有关。根据方差分析结果，非穆斯林女性购买清真时装的动机不同。此外，研究发现非穆斯林 HFBB 最关键的决定因素是“文化适应”，尽管没有实质性证据表明年龄和收入对消费者有显着的调节作用。

研究限制/影响

这些发现对清真时尚零售商有利，并为在全球清真研究背景下的进一步调查提供了一个有吸引力的领域。

实际影响

这项研究为清真时尚卖家的细分和定位策略提供了一个尚未开发的细分市场。研究结果提出了卖家可以用来吸引非穆斯林消费者的具体管理和实用建议。

原创性/价值

这项研究是清真时尚背景下不常见的调查之一，它将启发经理们在最被忽视的细分市场上的销售策略。这项研究的结果为如何向非穆斯林消费者销售清真时装提供了经验性的理解。