Consumer Behavior

Factors Impacting Saudi Women's Adoption of Non-Traditional Dress for Public Settings During a Time of Cultural Transition 

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Abstract

The study examined factors influencing Saudi Arabian women's adoption of non-traditional dress (Abayas) following the country's relaxation of its public dress code. Specifically, Theory of Planned Behavior (TPB) and psychographic variables (i.e., need for uniqueness, fashion innovativeness, religiosity) were tapped using an online Arabic Survey. Data from 1,101 surveys from across Saudi Arabia were analyzed through exploratory factor analysis (EFA) and structural equation modeling (SEM), including confirmatory factor analysis. Whereas the need for uniqueness did not significantly impact fashion innovativeness, religiosity had a negative influence on fashion innovativeness. Fashion innovativeness did not significantly impact a combined attitude/purchase intention variable. However, TPB's subjective norms variable had a significant positive impact on attitude/purchase intention and perceived behavioral control. The findings demonstrate the significant influence of culture on consumer behavior and its established theories. 

Keywords: Abayas, Saudi consumers, TPB, Fashion innovativeness., Fashion innovativeness

How to Cite:

Alghamdi, R. & Fiore, A. M., (2025) “Factors Impacting Saudi Women's Adoption of Non-Traditional Dress for Public Settings During a Time of Cultural Transition ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21621