“Shop till you drop or stop for faith”: A preliminary analysis on fast fashion consumption among Muslim women in Malaysia

Abstract

The rise of fast fashion has transformed global consumption patterns by offering affordable, trend-driven apparel with rapid turnover. While this model encourages frequent purchasing and wardrobe renewal, it poses critical ethical and sustainability challenges, particularly among consumer groups whose religious and cultural values emphasise modesty, restraint, and mindful consumption. Among Muslim women, especially in Malaysia, there exists a growing tension between the appeal of fast fashion and the Islamic principles that advocate against excess and materialism. Despite increasing awareness of overconsumption and its consequences, many Muslim women continue to engage in impulsive fashion purchasing, raising questions about the psychological mechanisms underlying this behaviour.

This phenomenological study explores the lived experiences of ten Muslim women to understand their fast fashion consumption patterns and the internal conflicts that emerge in this context. Guided by Cognitive Dissonance Theory (Festinger, 1957), the study uncovers four key themes: (1) Addiction to Shop, reflecting compulsive and emotion-driven purchasing; (2) Shopping Value, where price sensitivity and perceived bargains drive rationalised spending; (3) Excusing Self, showing how consumers justify excess through functional or social needs; and (4) Self-Happiness, revealing the emotional gratification and identity reinforcement tied to fashion consumption. The findings highlight how Muslim women reconcile their purchasing behaviour with religious and cultural values through various rationalisation strategies. This study contributes to the literature of consumer behaviour and Islamic ethics, and it offers practical insights for the Muslimah fashion industry to promote more sustainable, value-driven consumption aligned with faith-based principles.