Makeup Consumption and Islamic Religiosity
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Makeup Consumption and Islamic Religiosity Feyzan Karabulut 1
& Muhammed Bilgehan Aytac
2
& Eyup Akin
2
Received: 19 November 2019 / Revised: 19 February 2020 / Accepted: 5 March 2020 # Springer Nature Switzerland AG 2020
Abstract
The current study aims to analyze the makeup consumption of Muslim women, which is a controversial issue in the Islamic world. Motivational factors that lead to face makeup wearing intention are explored, and how these motivations alter the relationship between Islamic religiosity and makeup intention is shown through a quantitative study. The data used in the study is collected via a questionnaire, and 300 Turkish women living in Turkey participated. The questionnaire includes Makeup Motivation Scale (MMS), which is first created in this study, together with makeup intention and the intrinsic-extrinsic religiosity scale. The results provide the evidence that even though intrinsically religious women have hesitations about wearing makeup, extrinsic makeup motivation, which is empirically explored in the current study for the first time, lessen this hesitation. In other words, extrinsic makeup motivation alters the relationship between religiosity and makeup wearing intention and surpasses the religiosity effect on makeup. This effect is not observed for other two makeup motivations; intrinsic and social positioning. Overall, the findings of the study indicate that different interpretations of Islamic teaching diminish women's makeup consumption motivation but extrinsic makeup motivation ecourages women to adopt face makeup. Findings are discussed together with directions for future research for both psychology and consumer researchers. Keywords Islamic religiosity . Makeup motivations . Makeup consumption . Makeup Motivation Scale
* Muhammed Bilgehan Aytac [email protected]
1
Alberta School of Business, University of Alberta, Edmonton, Canada
2
Business Department, Aksaray University, Aksaray, Turkey
Karabulut et al.
Introduction The increasing population of Islamic society and Muslims’ immigration to non-Muslim countries—which is highly common nowadays—increased the number of studies targeting the Muslim market. As Muslim women gain higher education, social status, and higher income, wearing makeup becomes prevalent among them. However, Islamic teaching about makeup does not comply with this phenomenon. Therefore, the topics such as motivational factors related to makeup and differences in the interpretation and the adoption of Islam become appealing for researchers. This study mainly aims to analyze Muslim women’s makeup attitudes and behaviors toward applying makeup. Prior to analyzing the relationship between religiosity and makeup intention, motivational factors for makeup adoption behavior are explored within the extent of the study. A scale (Makeup Motivation Scale) that measures makeup motivations is developed for this purpose. Exploratory factor analysis is applied to the developed scale, and three motivational factors are explored. The relationship betw
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