Purpose This study aims to explore the key determinants influencing consumer behaviour in Islamic modest fashion (IMF) and identifies potential future research directions. Design/methodology/approach The research uses a bibliometric analysis and a preferred reporting items for systematic reviews and meta-analyses-based systematic literature review (SLR), drawing on 36 English-language articles indexed in Scopus and the Web of Science (WoS) core collection. The study analyses publication trends, methodological characteristics and the main determinants of consumer behaviour in IMF. Findings Research on consumer behaviour towards IMF has experienced substantial growth from 2015 to 2025, particularly from 2019 onwards. The most cited paper, Farrag and Hassan, investigates the impact of religiosity on Muslim consumer behaviour, with their work in the Journal of Islamic Marketing serving as a leading reference. Methodologically, partial least squares structural equation modelling is the predominant approach in this field. The study identifies 39 key determinants, including religiosity, attitude, subjective norm, PBC, brand image and e-service quality. Social media and digital platforms are also found to play a critical role in shaping consumer purchase intentions. These insights underscore the importance of aligning marketing strategies with religious values and using digital tools to effectively engage consumers. Research limitations/implications Stakeholders in the IMF industry should align marketing strategies with consumer religiosity and cultural values, while enhancing e-commerce platforms and leveraging social media to increase purchase intentions. Further research on religiosity across cultures and male consumers will be essential for driving market growth and innovation. Originality/value This study represents an earlier exploration of the factors determining IMF behaviour, using a SLR method and content analysis from the Scopus and WoS databases.
Pardiansyah et al. (Tue,) studied this question.