DETERMINATION OF THE FACTORS AFFECTING HIJAB CLOTHING IN THE RELATIONSHIP BETWEEN FASHION AND CONSUMPTION

This study aims to investigate what hijab means for hijab-wearing women who adopt the Islamic dressing style, the commands of Islam regarding hijab and the factors that lead to hijab, and how consumption culture factors (fashion, brand, social media, etc.) affect the perception of hijab. Semi-structured in-depth interviews with open- ended questions are conducted within the scope of the qualitative research. Face-to- face in-depth interviews were conducted with 25 female participants who preferred hijab clothing. The study shows that modern consumption patterns have unintentionally distanced women from religious sensitivities and that fashion plays an essential role in shaping the lifestyles of women wearing hijabs. It is observed that appearance-oriented thoughts, such as keeping up with age, being modern, being liked, and being socially accepted, are adopted by women wearing hijabs with religious concerns. By revealing the social realities and opinions about hijab clothing, the study provides essential information for shaping the marketing and communication efforts of company managers who offer products to the market in this sector