A applied study to determine the intermediation role of reference groups in the preference of religious attitude fashion clothing

The main purpose of the study is to determine the effect of religious attitudes of women wearing hijab on the choice of hijab fashion and the mediating role of reference groups. Also, another aim is to examine the effect of religious attitude on purchasing behavior. Due to the nature of the research, quantitative research method was used to obtain more comprehensive information. With the convenience sampling method, the data obtained from a total of 448 veiled women was analyzed through the spss package program. The study was created with three scales, namely Religious Attitude Scale, Purchase Scale and Hijab Fashion Clothing Behavior Scale. Within the result of the study, when the relationship between the religious attitude, hijab, fashion clothing and purchasing behavior are examined, there are significant differences between the internalized belief dimension and the buying behavior in accordance with belief, careful purchasing behavior, planned purchasing behavior, individuals affected by the environment and individuals who take the status quo in the foreground. relationship has been found. Significant relationships were found between the dimension of traditional religiousness and habitual purchasing behavior, purchasing behavior in accordance with belief, careful purchasing behavior, expert purchasing behavior, individuals who prioritize the element of belief and individuals who follow fashion. When the relationship between dependent and independent variables are examined by participating in the mediating role of the reference groups, it is seen that the individuals who put the status quo in the foreground show that the dependent variable is meaningless, and the reference groups have a full mediating role in the effect of internalized belief on individuals who prioritize the status quo.