Culture Impact on Consumers Decision: The Fashionable Adoption Influence on Social Stigmatization and Role of Perceived Innovation

Abstract

Abstract:Fashionable product choices can lead to social stigmatization. Embracing a religious ideology may affect the way we evaluate our religious practices (e.g., veil). In this paper, we argue that some of our own religious practices can be stigmatized. The paper examines the psychological keystones of fashionableness adoption and levels of stigmatization. Salafi ideology is presented as a context that may play a role in clarifying the relationship between fashionableness adoption and social stigmatization. The study's findings present main effect of fashionable adoption on social stigmatizing. Moreover, findings show that perceived innovation mediates the relationship between fashionableness adoption and social stigmatization.