Perspective (graphical)

Sociology

Business

Social norms approach

Theology

Purchasing

Consumption (sociology)

Social science

Theory of planned behavior

Advertising

Marketing

Philosophy

Political science

Physical therapy

Artificial intelligence

Management

Psychology

Normative social influence

Economics

Consumer behaviour

Control (management)

Scholarship

Athletes

Computer science

Normative

Islam

Medicine

Social psychology

Exploratory research

European Sport Management Quarterly

Research question Muslim women are increasingly purchasing sporting products. However, there remains a dearth of sport marketing scholarship detailing the key predictors of Muslim women's sporting products purchase intention. The purpose of this study was to explore the determinants of Muslim women's pro-sport Hijab purchase intention through the lens of the theory of planned behavior.Research methods Following Ajzen's (2019) recommendations, we collected data from Muslim women transnationally by using a mixed-method study (i.e. sequential exploratory design) approach: Study 1 (n = 23), Study 2 (n = 282), and Study 3 (n = 347).Results and findings The study results revealed that participants' pro-sport Hijab purchase intention was influenced by subjective norms (β = .578) and their attitude (β = .187). Further, subjective norms for the participants were shaped by their unique injunctive and descriptive normative beliefs. Additionally, participants' attitude towards pro-Sport Hijab was dependent upon their distinctive behavioral beliefs.Implications This study contributes to the limited knowledge detailing Muslim women's sporting products purchase intention. We argue that, as a way of enhancing Muslim women's sport consumption, sport marketers should develop products to help Muslim women comply with their religious beliefs. We further discuss the theoretical and practical implications of this study.

The determinants of Muslim women's pro-sport Hijab purchase intention: a theory of planned behavior perspective