Cultural and Religious Influences on fashion consumption: Exploring the interplay of the self and social identity in Saudi Arabia

Abstract

The increased attention to sustainability has motivated various stakeholders to address the adverse effects of social and environmental factors in different industries, including fashion. This research explores the complex intersections between social norms, religious beliefs, and self-concept in influencing fashion consumption among Saudi consumers. Social Identity theory and the Self-concept explore how psychological and cultural influences may affect individuals’ consumption habits, potentially leading to increased consumption and, therefore, more waste. The qualitative nature of this research utilised semi-structured interviews and allowed access to comprehend deeply rooted practices that influence fashion consumption within the region. As such, this study investigated three key aspects: the current understanding of sustainability and fast fashion among Saudi consumers, the role of social norms in influencing fashion choices, and the impact of religious beliefs on social identity and subsequent fashion consumption. The findings revealed limited awareness of sustainable practices, particularly regarding sustainable fashion, indicating a concerning awareness gap of sustainability. Moreover, it revealed the powerful influence of cultural influences within the region, where social pressure may dictate individuals’ fashion choices. Finally, it demonstrates the significance of buying new clothes before Eid to celebrate with other peers and family members by wearing their new clothes and expressing joyful emotions. As such, it illustrates major religious influence where individuals felt obligated to purchase new garments due to their presumed belief that it is a “Sunnah”. This belief does not match Islamic teaching, yet individuals translated some verses where Islam encourages individuals to dress their “best” at the place of worship into an obligatory motivator to buy new garments to look at their best. This study contributes to the current literature by providing novel insights into the unique cultural setting of Saudi Arabia, where Islamic principles and cultural norms intersect with modern consumerism. It also provides a strategic implication for policymakers and religious leaders to promote sustainability and its practices and establish awareness. However, the findings of this study cannot be generalised and are context-specific due to the relatively small sample group. Therefore, future research should explore similar dynamics with an enhanced pool of participants to ensure generalisability.