European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.13, No.3, 2021 57 Hijab as a Muslim Attire and a Fashion Trend in Bangladesh Mubina Khondkar Professor, Department of Marketing, University of Dhaka, Dhaka 1000, Bangladesh Abstract This research focuses to understand the driving forces behind wearing hijab. It investigates hijabistas’ buying behavior and identifies reasons for its increased demand in Bangladesh. It analyzes data using consumer buying behavior concept as the theoretical framework. Descriptive research design is used to collect qualitative and quantitative empirical data. A sample of 100 Bangladeshi women who wear hijab are selected as respondents using convenience and snowball sampling techniques. Personal interview and online survey are used to collect data. Increase in Islamic followers has increased Islamic consumerism. Traditionally, Muslim attire is worn to conform to religious values. In the last decade, hijab became popular Muslim attire as a part of not only religion but also fashion statement. Fashion consciousness with religious imprints, impacts of influencers and opinion leaders through social media, a means of enhancement of beauty, and globalization have positive causal relationships with growing popularity of hijab in Bangladesh. Acceptance of hijab has been increased by global brands as they incorporated various marketing strategies along with introduction of hijab in their product line. Keywords: Bangladesh, Hijab, Hijabista, Hijab buying behavior, Hijab fashion trend, Muslim attire DOI: 10.7176/EJBM/13-3-08 Publication date: January 31 st 2021 1. Introduction Hijab is a piece of cloth or headscarf or veil worn by a woman on head to cover hair and neck. Wearing hijab usually is guided by her religion and/or culture to seclude her from men outside of her family. Hijab is an Arabic word and the literal meaning of it is to veil, to cover, and to screen. It came from the word ‘ha-ja-ba’ which means ‘to veil’ and ‘to cover’ (El Guindi, 2003). The English word scarf and the Arabic word hijab are often used interchangeably but hijab has some cultural connotations. Concepts of veil are linked to both women and men (El Guindi, 2020). Most Arab men wear a keffiyeh or shemagh, a cotton scarf, which they put on head using a strong cord, called agal, to hold it tight in place (Sonbuol, 2017). Men in arid regions of the Middle East cover their head and body to get protection from direct sun exposure to avoid sunburn, and to reflect heat of the sun to stay cool. In cooler weather they wear heavier headdresses to stay warmer, and sometimes they also cover face to protect the mouth and eyes from dust and sand. Therefore, it might be argued that the concept of covering body and especially head might have been originated from a perception of enhancing protection against adverse climatic conditions which gradually been copied in other countries. Bangladesh is a moderate Islamic country; wearing hijab is not compulsory here and it is seen both as a matter of compliance to religious norms and as a style. Wearing hijab is a religious and cultural practice to express identity and spiritual belief (Galadari, 2012). A woman who fashionably wears hijab along with complying with religious obligation is known as Hijabista (Bloomaert and Varis, 2015). The word hijabista comes from two words - hijabi and fashionista (Kavakci and Kraeplin, 2016). Hijab is a symbol of Muslim women and it visibly differentiates them from non-Muslims. However, these days senses around hijab and the person who wears it have also created stereotyped notions (Irfan, n.d.). The modern hijab trends allow Muslim women to stay modest by blending self- expression with latest trends in fashion. Wearing hijab demonstrates cultural and religious value and allow to continue being fashion-conscious within the boundary of Shariah (Fatema and Islam, 2014). Muslim perception about hijab and its design has been gradually transformed by fashion trends. Muslim women follow Islamic dress code while enjoying hijab as a fashion element and Islamic cosmopolitanism allows them to express their individuality through the latest fashion trends with a variety of styles, accessories, and bold colors (Potts, 2009). With the expanding global fashion industry and marketing initiatives, hijab has adopted many fashions, trends, styles, labels, and brands. Hijab fashion has evolved to include Muslim women in the mainstream style, but the factors that influence hijab fashion besides religion have yet to be discovered. Information is now easily accessible through social media and other technology supported means, and modern Muslim women can remain up to date with latest trends. In recent decades, number of hijab users has increased, and it has become a fashion trend. 2. Objectives Only a few studies could be found that have researched on hijab adoption in Bangladesh. This research paper aims to address this dearth of literature. General objectives of this research are to explore purposes of wearing hijab and to identify the associations between religious purposes and/or fashion purposes of wearing a hijab. Three specific objectives are set to fulfill those general objectives. (1) To identify the factors that influence hijabistas’ hijab buying behavior.