| dc.description.abstract | Purpose: Culture of hijab is a recent phenomenon in Bangladesh. Traditionally, the
young female students in Bangladesh used to wear a combination of Salwar-kameezorna. But the hijab culture is growing among the university students recently. This
study tried to explore the causes of this change in society.
Methodology: The empirical study made use of primary and secondary data and
pertinent literature review. The primary data collected through a structured
questionnaire that measured female university students’ perception regarding 34
specific reasons (simple attributes) grouped into seven categories (i) religious factors,
ii) family value, iii) safety and security, iv) vogue and fashion, v) accessibility and
convenience, vi) self-confidence and judgment, and vii) peer impact). By using
convenient sampling technique, a total of 531 female university students from different
demography are surveyed for the study.
Findings: The most agreeable reasons for wearing hijab are noted to be gratitude to
Allah, relegious enforcement, religious commitments, Muslim representation, comfort,
and respect. The next level of agreeable variables are family virtue/piousness,
proudness, good religious example for youngsters, depict modesty, revealation of
woman’s look to inmates only, get induced/habituated, prove inner abilities not
physical look, avoid non-halal things/offerings, and family encouragement. The least
ageeable causes are found to be safety & security in roads and daily activities, family
love/wish, security in public gatherings, less objectification, easy handling of
appearance, family tradition/value, better look. On the other hand, the most
disagreeable reason is help in dating. Other significant disagreeable reasons are trend
imitation, liking of boyfriend/husband, previous bitter experience, new style and
fashion, wish of in-laws, wish of husband, more presentable, hiding at ease when
required. The study found that the female students are not much carried away by peer
influence and fashion for wearing hijab. Overall, the survey assents that hijab is
beneficial for female students.
Practical Implications: The research gave insight about the marketability, popularity,
and customer retention regarding use of hijab. The overall positive perception signifies
an opportunity for the marketers of hijab business in Bangladesh. This study is a valueaddition in this field.
Originality/Value: The practice of hijab in Bangladesh is a recent phenomenon.
Evidently, Bangladeshi Muslims share a religious commitment, as well as a Bengali
cultural affiliation. Their cultural components always uplifted secularism and are
deeply rooted to Bengali solidarity. Thus, Bengali Muslims are not hardcore Muslims
displaying religious extremism in their dress code, fashion, manner, attitude, behavior,
religious festivals, etc. Rather their affiliation to unified Bengali cultural identity often
transcended religious identity. Their religious beliefs, vocabulary, values, customs, and
rituals have remained very similar to elsewhere in the subcontinent rather than derived
from comparatively more rigid Muslim countries.
Limitations: The absence of a sample frame made it a little difficult to choose the
respondents. Also, accessibility and convenience is a problem in the study. | en_US |
