Abstract. Marketers believe that they should treat generations X and Y as two different market segments, including when they offer a fashion product. Islam has strict laws regarding women's fashion: All women should cover their head and body using a veil or hijab regardless of their cohort or age. This study aims to examine the influence of cohort on hijab fashion-related attitude and consumption behaviour. The study finds no significant differences between generations X and Y in terms of dressing style, source of fashion knowledge, fashion motivation, fashion uniqueness, hijab fashion consciousness or social network site-related behaviour. The study also finds that the significant differences between generations X and Y in terms of hijab fashion consciousness are influenced by level of income and level of fashion expenditure.
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