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

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...