Pakistani Young Consumers Fashion Self-Congruity: How Religiosity and Spiritual Well-Being Affects

Abstract

This study explores how religiosity and spiritual well-being influence fashion self-congruity among young Pakistani consumers. Focusing on four dimensions—Religious Pre-occupation, Faith Conviction, Emotional Religious Involvement, and Guidance through Teachings—the objective was to examine how these factors shape alignment with Islamic fashion values. A quantitative method using structured questionnaires was employed to gather data from young Muslim participants. Results reveal that religious beliefs significantly influence fashion choices, with youth prioritizing faith over mere style or social identity. The study concludes that Islamic values guide fashion behavior. Future research could explore comparative cultural contexts or longitudinal trends in religious fashion alignment.