What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity

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The paper investigates what drives Indonesian consumers to purchase modest fashion, using a framework in which religiosity moderates the relationship between key influencing factors and purchase intention/behavior. Data were collected from Indonesian respondents and analyzed using a quantitative, model-testing approach to assess both direct effects and the moderating role of religiosity. The key finding is that religiosity significantly changes (moderates) how strongly the studied drivers relate to modest fashion purchasing outcomes. A major limitation is that the study’s scope is limited to Indonesian participants and modest fashion purchasing context, which constrains generalization beyond this setting and the specific constructs measured. The paper does not explicitly discuss endometriosis or adenomyosis; it was included in the corpus via a keyword match in the upstream search index.

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Abstract

Purpose: This study aims to examine how religiosity moderates the influence of attitude and electronic word of mouth (E-WOM) on purchase decisions in Indonesia’s modest fashion market. It seeks to provide empirical evidence on how cognitive, social, and spiritual factors interact in shaping Muslim consumers’ purchasing behavior. Design/methodology/approach A quantitative research approach was employed using Structural Equation Modeling (SEM) with data collected from 320 Muslim consumers in Jakarta and surrounding areas. The constructs (attitude, E-WOM, religiosity, and purchase decision) were measured using validated multi-item scales adapted from previous studies. Findings The results indicate that both attitude and E-WOM have significant positive effects on purchase decisions, with E-WOM being the most dominant factor. Religiosity exerts a direct positive influence and strengthens the relationship between attitude and purchase decision, but does not moderate the effect of E-WOM. These findings highlight that while religiosity enhances value-driven behavior, digital influence transcends religious intensity. Practical implications The study suggests that modest fashion marketers should integrate syariah-compliant values with credible digital engagement strategies to foster consumer trust and loyalty. Balancing faith-based authenticity with modern digital communication can enhance brand relevance in the halal fashion market. Originality/value This study extends the Theory of Planned Behavior (TPB) by incorporating religiosity as a moderating factor within the context of Islamic consumer behavior. It contributes to the growing body of Islamic marketing literature by revealing how faith and digital interaction jointly shape purchase decisions in the modest fashion industry.
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The Moderating Role of Religiosity", "datePublished": "2026-01-28T05:06:07", "dateModified": "2026-05-12T07:14:48", "author": [ { "@type": "Person", "name": "Muhammad Anwar Fathoni" }, { "@type": "Person", "name": "Dienni Ruhjatini Sholihah" }, { "@type": "Person", "name": "Ajeng Septiana Wulansari" } ], "publisher": { "@type": "Organization", "name": "F1000Research", "logo": { "@type": "ImageObject", "url": "https://f1000research.com/img/AMP/F1000Research_image.png", "height": 480, "width": 60 } }, "image": { "@type": "ImageObject", "url": "https://f1000research.com/img/AMP/F1000Research_image.png", "height": 1200, "width": 150 }, "description": " Purpose This study aims to examine how religiosity moderates the influence of attitude and electronic word of mouth (E-WOM) on purchase decisions in Indonesia’s modest fashion market. It seeks to provide empirical evidence on how cognitive, social, and spiritual factors interact in shaping Muslim consumers’ purchasing behavior. Design/methodology/approach A quantitative research approach was employed using Structural Equation Modeling (SEM) with data collected from 320 Muslim consumers in Jakarta and surrounding areas. The constructs (attitude, E-WOM, religiosity, and purchase decision) were measured using validated multi-item scales adapted from previous studies. Findings The results indicate that both attitude and E-WOM have significant positive effects on purchase decisions, with E-WOM being the most dominant factor. Religiosity exerts a direct positive influence and strengthens the relationship between attitude and purchase decision, but does not moderate the effect of E-WOM. These findings highlight that while religiosity enhances value-driven behavior, digital influence transcends religious intensity. Practical implications The study suggests that modest fashion marketers should integrate syariah-compliant values with credible digital engagement strategies to foster consumer trust and loyalty. Balancing faith-based authenticity with modern digital communication can enhance brand relevance in the halal fashion market. Originality/value This study extends the Theory of Planned Behavior (TPB) by incorporating religiosity as a moderating factor within the context of Islamic consumer behavior. It contributes to the growing body of Islamic marketing literature by revealing how faith and digital interaction jointly shape purchase decisions in the modest fashion industry. " } { "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": "1", "item": { "@id": "https://f1000research.com/", "name": "Home" } }, { "@type": "ListItem", "position": "2", "item": { "@id": "https://f1000research.com/browse/articles", "name": "Browse" } }, { "@type": "ListItem", "position": "3", "item": { "@id": "https://f1000research.com/articles/15-127/v1", "name": "What Drive Indonesian People to Purchase Modest Fashion? The Moderating..." } } ] } Home Browse What Drive Indonesian People to Purchase Modest Fashion? The Moderating... ALL Metrics - Views Downloads Get PDF Get XML Cite How to cite this article Fathoni MA, Sholihah DR and Wulansari AS. What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.12688/f1000research.173033.1 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. Close Copy Citation Details Export Export Citation Sciwheel EndNote Ref. Manager Bibtex ProCite Sente EXPORT Select a format first Track Share ▬ ✚ Research Article What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] Muhammad Anwar Fathoni https://orcid.org/0000-0002-7056-4229 1 , Dienni Ruhjatini Sholihah 2 , Ajeng Septiana Wulansari 2 Muhammad Anwar Fathoni https://orcid.org/0000-0002-7056-4229 1 , Dienni Ruhjatini Sholihah 2 , Ajeng Septiana Wulansari 2 PUBLISHED 28 Jan 2026 Author details Author details 1 Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Special Capital Region of Jakarta, Indonesia 2 Management, Universitas Pembangunan Nasional Veteran Jakarta, Special Capital Region of Jakarta, Indonesia Muhammad Anwar Fathoni Roles: Conceptualization, Data Curation, Formal Analysis, Funding Acquisition, Investigation, Methodology, Project Administration, Writing – Original Draft Preparation, Writing – Review & Editing Dienni Ruhjatini Sholihah Roles: Project Administration, Resources, Software, Supervision Ajeng Septiana Wulansari Roles: Software, Supervision, Validation, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing OPEN PEER REVIEW DETAILS REVIEWER STATUS Abstract Purpose This study aims to examine how religiosity moderates the influence of attitude and electronic word of mouth (E-WOM) on purchase decisions in Indonesia’s modest fashion market. It seeks to provide empirical evidence on how cognitive, social, and spiritual factors interact in shaping Muslim consumers’ purchasing behavior. Design/methodology/approach A quantitative research approach was employed using Structural Equation Modeling (SEM) with data collected from 320 Muslim consumers in Jakarta and surrounding areas. The constructs (attitude, E-WOM, religiosity, and purchase decision) were measured using validated multi-item scales adapted from previous studies. Findings The results indicate that both attitude and E-WOM have significant positive effects on purchase decisions, with E-WOM being the most dominant factor. Religiosity exerts a direct positive influence and strengthens the relationship between attitude and purchase decision, but does not moderate the effect of E-WOM. These findings highlight that while religiosity enhances value-driven behavior, digital influence transcends religious intensity. Practical implications The study suggests that modest fashion marketers should integrate syariah-compliant values with credible digital engagement strategies to foster consumer trust and loyalty. Balancing faith-based authenticity with modern digital communication can enhance brand relevance in the halal fashion market. Originality/value This study extends the Theory of Planned Behavior (TPB) by incorporating religiosity as a moderating factor within the context of Islamic consumer behavior. It contributes to the growing body of Islamic marketing literature by revealing how faith and digital interaction jointly shape purchase decisions in the modest fashion industry. READ ALL READ LESS Keywords Modest fashion, purchase decision, Islamic marketing Corresponding Author(s) Muhammad Anwar Fathoni ( [email protected] ) Close Corresponding author: Muhammad Anwar Fathoni Competing interests: No competing interests were disclosed. Grant information: This study was supported by Universitas Pembangunan Nasional Veteran Jakarta through institutional research funding. The sponsor had no involvement in the study design, data collection and analysis, decision to publish, or preparation of the manuscript. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. Copyright: © 2026 Fathoni MA et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. How to cite: Fathoni MA, Sholihah DR and Wulansari AS. What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.12688/f1000research.173033.1 ) First published: 28 Jan 2026, 15 :127 ( https://doi.org/10.12688/f1000research.173033.1 ) Latest published: 12 May 2026, 15 :127 ( https://doi.org/10.12688/f1000research.173033.2 )  There is a newer version of this article available. Suppress this message for one day. 1. Introduction The modest fashion industry in Indonesia has been experiencing rapid growth and has positioned itself as a major contributor to the global halal economy ( Yuniastuti & Pratama, 2023 ). As the country with the largest Muslim population in the world, Indonesia offers not only a vast market but also a unique consumer landscape. For Muslim consumers, modest fashion represents more than clothing choices. It reflects religious identity, moral values, and social aspirations ( Furehaug, 2024 ; Mirza, 2024 ; Munawaroh et al., 2025 ). This phenomenon highlights the importance of understanding the factors that drive purchase decisions in the modest fashion sector. Purchase decisions in modest fashion are shaped by both psychological and social factors ( Manzoor et al., 2024 ; Sholihah et al., 2025 ). Attitude has often been emphasized as a key predictor of consumer behavior, as it reflects individual evaluations of modest fashion products across cognitive, affective, and conative dimensions ( Sumarliah et al., 2022 ). However, a favorable attitude may not be sufficient to drive actual decisions, as consumers also rely on information, social validation, and religious justification in their choices ( Kim & Rana, 2025 ; Naeem & Ozuem, 2021 ). At the same time, the rise of digital platforms has made electronic word of mouth (E-WOM) increasingly influential ( Dehyadegari et al., 2025 ; Matiukaite et al., 2024 ; Singh et al., 2023 ). Reviews, recommendations, and consumer-generated content about modest fashion disseminated through social media and online platforms provide powerful signals that can shape perceptions, reduce uncertainty, and strengthen consumers’ confidence in their purchase decisions ( Almashaleh & Fatahi Valilai, 2025 ). Another factor that deserves decision is religiosity. In the Islamic context, religiosity serves not only as a spiritual identity but also as a guiding principle for daily behavior. Religious consumers are more likely to ensure that their choices, including those related to modest fashion, align with Islamic values ( Amalanathan & Reddy-Best, 2024 ; Aruan & Wirdania, 2020 ). Beyond its direct role, religiosity may moderate the relationship between consumer attitudes, E-WOM, and purchase decisions. It can reinforce or weaken the effects of these variables, depending on the degree of religious commitment ( Akhtar et al., 2023 ; Dehyadegari et al., 2025 ; Nickerson et al., 2023 ). Although prior studies have examined the role of attitude, religiosity, and word of mouth in halal-related consumption, limited attention has been given to modest fashion in Indonesia. Specifically, there is a lack of research that simultaneously examines the influence of attitude and E-WOM on purchase decisions, while considering religiosity as a moderating factor. This study seeks to fill this gap by investigating the effects of attitude and E-WOM on purchase decisions in modest fashion, and by analyzing the moderating role of religiosity. The findings are expected to contribute to the literature on Islamic marketing and provide practical insights for modest fashion businesses in Indonesia. 2. Literature review and hypotheses development 2.1 Attitude and purchase decision Attitude is defined as an individual’s learned predisposition to respond consistently toward an object, either positively or negatively. Attitude can be understood as a learned tendency that shapes how individuals consistently respond to certain objects, ideas, or situations—either in a favorable or unfavorable manner. It reflects a psychological orientation that develops through experience, social interaction, and personal values, influencing how a person thinks, feels, and behaves toward something. In essence, attitude embodies the internal evaluation that bridges one’s cognition, emotion, and behavior, forming the basis for how individuals interpret and react to their environment. In the context of consumer behavior, attitude plays a crucial role in determining how consumers perceive products and make purchasing decisions. It represents an underlying mindset that guides their evaluation of product attributes, brand image, and overall satisfaction. A positive attitude generally leads to greater willingness to purchase, recommend, or remain loyal to a brand, while a negative attitude may result in avoidance or rejection. In the case of modest fashion, for example, attitude influences how Muslim consumers perceive clothing that aligns with Islamic values of decency and modesty. When consumers develop a positive attitude toward modest fashion, they are more likely to engage in actual purchase behavior. Thus, attitude does not stand in isolation; it is shaped by various internal and external factors, including personal beliefs, cultural context, social influence, and religiosity. Within the Theory of Planned Behavior ( Ajzen, 1991 ), attitude plays a central role in shaping both intention and actual behavior. In the context of modest fashion, consumer attitudes are formed through cognitive beliefs (e.g., knowledge of syariah compliance and quality), affective evaluations (e.g., feelings of pride or identity expression), and conative tendencies (e.g., readiness to act). Prior studies in halal-related products, such as cosmetics and food, have shown that positive attitudes significantly influence consumers’ decisions ( Ashraf, 2019 ; Nguyen et al., 2024 ; Sholihah et al., 2025 ; Sumi & Ahmed, 2022 ). A favorable attitude toward modest fashion, therefore, is expected to increase the likelihood of making purchase decisions. H1: Attitude has a positive effect on purchase decision in modest fashion. 2.2 Electronic Word of Mouth (E-WOM) and purchase decision E-WOM refers to consumer-to-consumer communication conducted through digital platforms, where individuals share opinions, reviews, and recommendations about products and services ( Shen, 2021 ). E-WOM, or electronic word of mouth, refers to the exchange of information, opinions, and experiences among consumers through digital platforms. It represents a modern form of interpersonal communication where individuals actively share product reviews, recommendations, and personal experiences across various online channels such as social media, discussion forums, blogs, and e-commerce platforms ( Akdim, 2021 ). In contemporary consumer behavior, E-WOM has become a powerful source of influence that often shapes perceptions, attitudes, and purchase decisions. Consumers today tend to rely heavily on the experiences and evaluations of others before deciding to buy a product. Positive E-WOM can enhance trust, build credibility, and strengthen brand reputation, while negative E-WOM may create doubt, damage brand image, and discourage potential buyers ( Thurau et al., 2004 ; Yang, 2022 ). E-WOM functions as a form of social proof that reduces uncertainty in decision-making. When consumers are exposed to consistent positive messages about a product, they are more likely to perceive it as reliable and worthy of purchase. Conversely, repeated exposure to negative comments may lead to avoidance behavior, regardless of the product’s actual quality ( Gaffar & Sentika, 2024 ; Sousa & Fortes, 2023 ). In the context of modest fashion, E-WOM plays a significant role in influencing how Muslim consumers evaluate and select clothing brands that align with their values. Through online discussions, consumers share insights not only about design and quality but also about sharia compliance, modesty, and ethical production. This exchange of information builds a sense of trust and community among consumers who share similar religious and moral orientations. In the modest fashion industry, E-WOM plays a crucial role in reducing uncertainty and helping consumers evaluate product quality, brand reputation, and compatibility with their personal and religious values. Empirical studies ( Dehyadegari et al., 2025 ; Matiukaite et al., 2024 ; Singh et al., 2023 ; Yang, 2022 ) consistently show that E-WOM has a positive effect on purchase intention and decision, particularly for products that involve religious and symbolic attributes. H2: E-WOM has a positive effect on purchase decision in modest fashion. 2.3 Religiosity as a moderator Religiosity can be viewed as the extent to which an individual lives out the values, beliefs, and practices rooted in their faith ( Safrilsyah et al., 2021 ). It represents not only one’s acknowledgment of religious teachings but also the depth of internalization that shapes attitudes, perceptions, and daily conduct ( Samad et al., 2022 ). In essence, religiosity reflects the degree to which religion becomes a central and guiding force in one’s life, affecting how a person interprets right and wrong, makes moral judgments, and interacts with the surrounding environment ( Abdullah et al., 2021 ). From an Islamic perspective, religiosity is reflected through the observance of sharia principles in all aspects of life, including consumption ( Aruan & Wirdania, 2020 ). This means that the act of purchasing is not merely an economic transaction but also an expression of obedience to Allah. For Muslim consumers, the selection of goods and services must align with Islamic teachings that emphasize halal, tayyib (good and wholesome), and modest conduct. As a result, religiosity becomes a central determinant of consumer behavior, shaping preferences toward products that embody spiritual meaning and religious compliance ( Alsaad et al., 2021 ; Dehyadegari et al., 2025 ). When consumers are highly religious, their purchase decisions are likely to be filtered through Islamic principles, such as modesty, syariah compliance, and moral appropriateness. Consumers with a positive attitude toward modest fashion may be more likely to translate that attitude into an actual decision if their religiosity reinforces the belief that modest fashion aligns with Islamic teachings. Findings from previous studies indicate that religiosity can strengthen the influence of independent variables on purchase decisions, particularly attitude and electronic word of mouth (E-WOM) ( Akhtar et al., 2020 ; Dehyadegari et al., 2025 ; Nickerson et al., 2023 ). Consumers with a high level of religiosity tend to filter their evaluations and decisions through religious principles, ensuring that their choices align with faith-based values. When exposed to positive attitudes or favorable online recommendations that reflect Islamic values, these consumers are more likely to translate such influences into actual purchasing behavior. Thus, religiosity not only shapes the moral foundation of consumer behavior but also reinforces the impact of both attitude and E-WOM on purchase decisions, leading to more consistent and value-driven consumption patterns. H3: Religiosity moderates the relationship between attitude and purchase decision in modest fashion. H4: Religiosity moderates the relationship between E-WOM and purchase decision in modest fashion. The conceptual model developed in this study is presented in Figure 1 . It outlines the proposed relationships between Attitude, E-WOM, Religiosity, and Purchase Decision, and serves as the basis for formulating the research hypotheses. Figure 1. Conceptual model of research. Source: Author’s own work, 2025. 3. Research methodology 3.1 Research design This study employs a quantitative research design using Structural Equation Modeling (SEM) to examine how religiosity moderates the influence of attitude and electronic word of mouth (E-WOM) on modest fashion purchase decisions among Muslim consumers in Indonesia. The SEM approach was chosen because it enables simultaneous testing of multiple relationships among latent variables, allowing for a comprehensive understanding of the structural and measurement models within a single framework. 3.2 Population and sample The population of this research consists of Muslim consumers residing in Jakarta and its surrounding areas who have experience in purchasing modest fashion products. Respondents were selected using a random sampling technique to ensure that every individual in the population had an equal opportunity to participate in the study. The determination of the sample size followed, which recommends a sample size of five to ten times the number of indicators used in the model. This study employed 36 indicators; hence, the minimum required sample ranged from 180 to 360 respondents. Data were collected through an online questionnaire distributed via social media channels. A total of 324 responses were received, but four were excluded due to incomplete answers, leaving 320 valid responses for analysis. This sample size meets the SEM requirements and ensures adequate statistical power. This study did not involve medical procedures, clinical interventions, or the collection of sensitive personal data. Therefore, formal ethical approval from an institutional review board was not required according to the applicable national research ethics guidelines for social science research. Nevertheless, the study was conducted in full compliance with the ethical principles outlined in the Declaration of Helsinki. Participation was voluntary and anonymous. Informed consent was obtained through a digital consent mechanism embedded in the online questionnaire (Google Forms). At the beginning of the survey, respondents were presented with an online consent statement outlining the purpose of the study, confidentiality of responses, and their right to withdraw at any time without consequences. Respondents were required to actively indicate their agreement by selecting “Yes” before accessing the research questions. Those who selected “No” were automatically directed to exit the questionnaire and could not proceed further. 3.3 Measurement and instrument All constructs were measured using multi-item scales adapted from prior studies. Attitude toward modest fashion was measured using indicators reflecting cognitive, affective, and behavioral aspects. E-WOM was operationalized through items capturing message quality, credibility, and recommendation intention. Religiosity was measured based on three dimensions: Islamic belief, worship practices, and ethical awareness. The purchase decision construct included indicators of purchase intention and actual buying behavior. All items were rated using a four-point Likert scale ranging from 1 (“strongly disagree”) to 4 (“strongly agree”). The use of a four-point scale was intended to avoid a neutral response option, encouraging respondents to express clearer attitudes. 3.4 Data analysis Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4. This technique was selected due to its suitability for exploratory and predictive research involving complex models and moderating effects. The analysis proceeded in two main stages: the measurement model assessment and the structural model assessment. The measurement model was evaluated through indicator reliability, internal consistency (Cronbach’s alpha and composite reliability), convergent validity (average variance extracted or AVE), and discriminant validity. The structural model was then examined using path coefficients, coefficient of determination (R 2 ), effect size (f 2 ), and predictive relevance (Q 2 ). The moderating role of religiosity was tested using an interaction term between religiosity and the predictor variables (attitude and E-WOM), and its significance was evaluated using the bootstrapping method with 5,000 resamples. 4. Research finding 4.1 Measurement model The measurement model was assessed to ensure the reliability and validity of all constructs before proceeding to structural model testing. Table 1 presents the results of the measurement model evaluation, which includes factor loadings, Cronbach’s alpha, composite reliability, and average variance extracted (AVE) for each construct. Table 1. Measurement model result. Constructs Item Loading Cronbach alpha Composite reliability AVE Purchase Decision Y1 0,906 0,974 0,975 0,778 Y2 0,880 Y3 0,897 Y4 0,908 Y5 0,924 Y6 0,814 Y7 0,852 Y8 0,889 Y9 0,870 Y10 0,892 Y11 0,894 Y12 0,851 Attitude X1.1 0,890 0,951 0,952 0,804 X1.2 0,859 X1.3 0,900 X1.4 0,889 X1.5 0,931 X1.6 0,911 E-WOM X2.1 0,940 0,961 0,963 0,788 X2.2 0,846 X2.3 0,915 X2.4 0,838 X2.5 0,902 X2.6 0,868 X2.7 0,884 X2.8 0,905 Religiosity M1.1 0,889 0,977 0,977 0,826 M1.2 0,902 M1.3 0,918 M1.4 0,905 M1.5 0,895 M1.6 0,930 M1.7 0,900 M1.8 0,884 M1.9 0,906 M1.10 0,958 All item loadings exceeded the minimum threshold value of 0.70, indicating that each indicator had a strong relationship with its respective latent construct. The purchase decision construct showed item loadings ranging from 0.814 to 0.924, suggesting that all indicators consistently represented consumers’ purchasing behavior toward modest fashion products. Similarly, the attitude construct exhibited loadings between 0.859 and 0.931, demonstrating that the items effectively captured respondents’ cognitive and affective evaluations. The E-WOM construct recorded loadings between 0.838 and 0.940, reflecting strong consistency in measuring message quality, credibility, and recommendation behavior. Finally, the religiosity construct displayed loadings ranging from 0.884 to 0.958, confirming that all items were highly representative of the dimensions of Islamic belief, worship, and ethical conduct. Internal consistency reliability was confirmed through Cronbach’s alpha and composite reliability (CR) values, all of which exceeded the acceptable threshold of 0.70. Specifically, Cronbach’s alpha values ranged from 0.951 (attitude) to 0.977 (religiosity), while CR values varied between 0.952 and 0.977. These results indicate that the measurement model demonstrated a high level of internal consistency across all constructs. Convergent validity was evaluated using the Average Variance Extracted (AVE). All constructs showed AVE values above the recommended minimum of 0.50, confirming that each construct explains more than half of the variance of its indicators. The AVE values were 0.778 for purchase decision, 0.804 for attitude, 0.788 for E-WOM, and 0.826 for religiosity, signifying that the constructs possess satisfactory convergent validity. 4.2 Structural model After confirming the validity and reliability of the measurement model, the structural model was analyzed to examine the relationships among latent constructs and to evaluate the predictive strength of the model. The analysis included the assessment of the coefficient of determination (R 2 ), effect size (f 2 ), and the significance of the path coefficients. As illustrated in Figure 2 , the path from Attitude to Purchase Decision shows a positive but statistically insignificant effect, while E-WOM demonstrates a significant influence. The figure also indicates the mediating role of Religiosity in the model. Figure 2. Hypothesis testing results. Source: Author’s own work based on the analysis of collected data, 2025. The R 2 value for the purchase decision construct was 0.972, with an adjusted R 2 of 0.971. This result indicates that attitude, E-WOM, and religiosity—including their interaction terms—jointly explain 97.2% of the variance in modest fashion purchase decisions. Referring to Chin (1998), an R 2 value above 0.67 represents a substantial level of explanatory power. Therefore, the model demonstrates a very strong predictive capability in explaining Muslim consumers’ purchasing behavior toward modest fashion in Indonesia. The effect size (f 2 ) values show the contribution of each predictor to the endogenous construct. E-WOM recorded the highest effect (f 2 = 0.203), indicating that electronic word of mouth exerts the strongest influence on purchase decisions. Attitude also showed a meaningful contribution (f 2 = 0.105), suggesting that consumers’ positive evaluations toward modest fashion significantly enhance their purchasing decisions. Religiosity demonstrated a smaller but relevant effect (f 2 = 0.062), confirming its role as an important personal determinant of purchasing behavior. The interaction between religiosity and attitude yielded a small but notable effect (f 2 = 0.044), while the interaction between religiosity and E-WOM had a negligible effect (f 2 = 0.000), indicating that religiosity only moderates the influence of attitude, not E-WOM. The path coefficient results, summarized in Table 2 , further confirm these findings. Attitude toward modest fashion had a significant positive effect on purchase decision (β = 0.322, t = 3.870, p < 0.001). Likewise, E-WOM showed a strong and significant positive relationship with purchase decision (β = 0.397, t = 5.012, p < 0.001). Religiosity also exerted a significant direct influence on purchase decision (β = 0.231, t = 2.731, p = 0.006), highlighting that higher religiosity levels are associated with stronger purchasing decisions toward modest fashion. Table 2. Structural model result. Constructs f square t statistics p value Attitude -> Purchase Decision 0,105 3,870 0,000 E-WOM -> Purchase Decision 0,203 5,012 0,000 Religiosity -> Purchase Decision 0,062 2,731 0,006 Religiosity x Attitude -> Purchase Decision 0,044 2,322 0,020 Religiosity x E-WOM -> Purchase Decision 0,000 0,119 0,905 The moderating analysis revealed that religiosity significantly strengthened the effect of attitude on purchase decision (β = 0.181, t = 2.322, p = 0.020), indicating that the more religious the consumers are, the more consistent their positive attitudes become in translating into actual purchasing behavior. However, the interaction between religiosity and E-WOM was statistically insignificant (β = -0.009, t = 0.119, p = 0.905), suggesting that religiosity does not moderate the relationship between E-WOM and purchase decision. These findings confirm that attitude, E-WOM, and religiosity play significant roles in shaping modest fashion purchase decisions among Muslim consumers in Indonesia. Attitude and E-WOM remain the most dominant predictors, while religiosity acts as a reinforcing factor that enhances the effect of attitude but not E-WOM. 5. Discussion The results of this study provide meaningful insights into how religiosity shapes consumers’ purchase decisions in the modest fashion market in Indonesia. Attitude and electronic word of mouth (E-WOM) emerged as significant predictors of purchase intention, reaffirming established consumer behavior theory that positive attitudes and peer recommendations strongly influence buying decisions. This finding is consistent with prior studies indicating that consumer attitudes toward modest fashion brands are often built upon both functional and symbolic values that align with Islamic principles ( Hwang & Kim, 2020, 2021 ; Mirza, 2024 ). When consumers perceive that a product not only satisfies their aesthetic or quality expectations but also reflects their religious commitment, their attitude becomes a key driver in forming purchase intentions. Importantly, religiosity not only directly affects decision-making but also strengthens the relationship between attitude and purchase intention. This suggests that consumers with deep religious values weigh their positive attitudes towards modest fashion more heavily when making purchase decisions, reflecting an alignment of personal beliefs and consumption behaviors. In the context of Indonesia’s modest fashion market, religiosity is not just an additional factor but a fundamental basis for consumers when making purchase decisions ( Kusumawati et al., 2019 ; Munawaroh et al., 2025 ). Consumers who firmly hold religious values tend to give greater weight to their positive attitudes toward products when deciding what to buy. This means that purchases are influenced not only by trends or style but also by alignment with their beliefs and religious identity. In practice, religiosity encourages consumers to be more selective and discerning, choosing fashion items that not only meet aesthetic standards but also comply with syariah principles, such as modesty and the halal status of materials or manufacturing processes. This trust arising from alignment is reinforced by recommendations from close peers, both directly and through social media (E-WOM), which plays a significant role in shaping purchase intention. However, it is important to recognize that younger consumers increasingly balance religious values with lifestyle and fashion trends. This requires businesses to offer products that fulfill religious demands while also being attractive in terms of style and relevant to contemporary tastes. On the other hand, religiosity did not moderate the effect of E-WOM on purchase decisions. This indicates that regardless of religious intensity, electronic word of mouth operates independently as a powerful driver. This means that no matter how deeply religious someone is, the influence of online reviews, recommendations, and social sharing remains strong and independent. The power of social proof and peer opinions in the digital world cuts across all levels of religious commitment. It highlights the universal influence of social proof and online peer opinions in the digital era, impacting consumers across the religiosity spectrum ( Bakar et al., 2013 ; Misiak & Paruzel-Czachura, 2025 ). This finding aligns with ( Millie & Baulch, 2024 ) work on digital influence in Islamic consumerism, which argues that the increasing visibility of pious consumption and the uptake of new technologies by Indonesian Muslims illustrate how the borders between religion and consumerism have become increasingly porous. This suggests that religious and non-religious cultural forms are blending, which can facilitate the transcendence of religious differences in consumer behavior. 6. Conclusion and suggestion This study provides empirical insights into how attitude, electronic word of mouth (E-WOM), and religiosity shape Muslim consumers’ purchasing behavior in Indonesia’s modest fashion market. The results confirm that both attitude and E-WOM have significant and positive effects on purchase decisions, demonstrating that cognitive and social influences remain central in explaining consumer behavior within Islamic markets. Among the predictors, E-WOM emerged as the strongest determinant, underscoring the growing role of digital peer communication in driving consumer confidence and reducing uncertainty in the decision-making process. Religiosity also exhibits a direct positive influence on purchase decision, signifying that faith-based values remain a vital part of consumption patterns among Muslim consumers. Moreover, religiosity strengthens the link between attitude and purchase decision, implying that higher religious commitment enhances the translation of favorable attitudes into actual purchasing behavior. However, religiosity does not moderate the relationship between E-WOM and purchase decision, indicating that digital influence operates across varying levels of religious commitment and reflects a broader social mechanism in the digital era. Theoretically, this study contributes to Islamic marketing literature by extending the application of the Theory of Planned Behavior (TPB) within the context of modest fashion consumption. It demonstrates that religiosity not only serves as a direct determinant but also as a moderating variable that reinforces attitude-driven decision-making among Muslim consumers. These findings offer a nuanced understanding of how religious identity interacts with psychological and technological factors in shaping market behavior in the halal economy. From a managerial perspective, the findings highlight the importance for modest fashion entrepreneurs and marketers to integrate religiosity and digital engagement in their strategies. Marketers should emphasize syariah compliance, ethical sourcing, and value-based storytelling to strengthen consumer attitudes rooted in Islamic principles. At the same time, they must cultivate credible E-WOM by encouraging authentic consumer reviews, influencer collaborations, and social media interactions that foster trust and community. Balancing spiritual authenticity with contemporary design and digital appeal will allow brands to effectively connect with both religiously driven and trend-oriented consumers. For policymakers, the findings underscore the importance of supporting the modest fashion industry as part of Indonesia’s broader halal economy agenda, by promoting digital literacy, ethical standards, and market competitiveness. Future research could extend this study by examining generational or cross-cultural variations in the interplay between religiosity and digital influence. Comparative studies between Muslim-majority and minority contexts would enrich understanding of how Islamic values, social identity, and technological engagement shape consumer behavior across different cultural settings. Data availability Zenodo. 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Publisher Full Text Comments on this article Comments (0) Version 2 VERSION 2 PUBLISHED 28 Jan 2026 ADD YOUR COMMENT Comment Author details Author details 1 Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Special Capital Region of Jakarta, Indonesia 2 Management, Universitas Pembangunan Nasional Veteran Jakarta, Special Capital Region of Jakarta, Indonesia Muhammad Anwar Fathoni Roles: Conceptualization, Data Curation, Formal Analysis, Funding Acquisition, Investigation, Methodology, Project Administration, Writing – Original Draft Preparation, Writing – Review & Editing Dienni Ruhjatini Sholihah Roles: Project Administration, Resources, Software, Supervision Ajeng Septiana Wulansari Roles: Software, Supervision, Validation, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing Competing interests No competing interests were disclosed. Grant information This study was supported by Universitas Pembangunan Nasional Veteran Jakarta through institutional research funding. The sponsor had no involvement in the study design, data collection and analysis, decision to publish, or preparation of the manuscript. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. Article Versions (2) version 2 Revised Published: 12 May 2026, 15:127 https://doi.org/10.12688/f1000research.173033.2 version 1 Published: 28 Jan 2026, 15:127 https://doi.org/10.12688/f1000research.173033.1 Copyright © 2026 Fathoni MA et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Download Export To Sciwheel Bibtex EndNote ProCite Ref. 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Key to Reviewer Statuses VIEW HIDE Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Version 1 VERSION 1 PUBLISHED 28 Jan 2026 Views 0 Cite How to cite this report: fahrullah A. Reviewer Report For: What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.5256/f1000research.190807.r464457 ) The direct URL for this report is: https://f1000research.com/articles/15-127/v1#referee-response-464457 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 31 Mar 2026 A'rasy fahrullah , Universitas Negeri Surabaya, Surabaya, East Java, Indonesia Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.190807.r464457 This manuscript addresses a relevant topic in Indonesia’s modest fashion market. However, several issues require clarification. First, although "modest fashion" is widely used, its conceptual boundary is not clearly defined in this study. Second, the operationalization of the "attitude" construct ... Continue reading READ ALL This manuscript addresses a relevant topic in Indonesia’s modest fashion market. However, several issues require clarification. First, although "modest fashion" is widely used, its conceptual boundary is not clearly defined in this study. Second, the operationalization of the "attitude" construct lacks transparency, particularly regarding whether it reflects religious, aesthetic, or functional evaluation. Third, the manuscript inconsistently uses "purchase decision", "intention", and "behavior", which should be clearly distinguished. Finally, the exclusive focus on Jakarta respondents is not sufficiently justified and may limit generalizability, given Indonesia’s diverse socio-cultural context. Addressing these points would improve conceptual clarity and robustness. Is the work clearly and accurately presented and does it cite the current literature? Yes Is the study design appropriate and is the work technically sound? Yes Are sufficient details of methods and analysis provided to allow replication by others? Yes If applicable, is the statistical analysis and its interpretation appropriate? I cannot comment. A qualified statistician is required. Are all the source data underlying the results available to ensure full reproducibility? No Are the conclusions drawn adequately supported by the results? Yes Competing Interests: No competing interests were disclosed. Reviewer Expertise: islamic economics I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT fahrullah A. Reviewer Report For: What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.5256/f1000research.190807.r464457 ) The direct URL for this report is: https://f1000research.com/articles/15-127/v1#referee-response-464457 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Author Response 30 Apr 2026 Muhammad Anwar Fathoni , Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia 30 Apr 2026 Author Response We thank the reviewer for highlighting important issues related to conceptual clarity. In response, we have made several improvements. First, we have clearly defined “modest fashion” and its conceptual boundaries ... Continue reading We thank the reviewer for highlighting important issues related to conceptual clarity. In response, we have made several improvements. First, we have clearly defined “modest fashion” and its conceptual boundaries in the Introduction. Second, we clarified the operationalization of the attitude construct by specifying its aesthetic, functional, and religious dimensions. Third, we ensured consistency by distinguishing purchase decision from purchase intention and behavior, and clearly positioning it as a behavioral outcome. Finally, we provided a stronger justification for focusing on Jakarta as the research setting and acknowledged its limitation in terms of generalizability. These revisions significantly enhance the conceptual rigor of the manuscript. We thank the reviewer for highlighting important issues related to conceptual clarity. In response, we have made several improvements. First, we have clearly defined “modest fashion” and its conceptual boundaries in the Introduction. Second, we clarified the operationalization of the attitude construct by specifying its aesthetic, functional, and religious dimensions. Third, we ensured consistency by distinguishing purchase decision from purchase intention and behavior, and clearly positioning it as a behavioral outcome. Finally, we provided a stronger justification for focusing on Jakarta as the research setting and acknowledged its limitation in terms of generalizability. These revisions significantly enhance the conceptual rigor of the manuscript. Competing Interests: No competing interests were disclosed. Close Report a concern Respond or Comment COMMENTS ON THIS REPORT Author Response 30 Apr 2026 Muhammad Anwar Fathoni , Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia 30 Apr 2026 Author Response We thank the reviewer for highlighting important issues related to conceptual clarity. In response, we have made several improvements. First, we have clearly defined “modest fashion” and its conceptual boundaries ... Continue reading We thank the reviewer for highlighting important issues related to conceptual clarity. In response, we have made several improvements. First, we have clearly defined “modest fashion” and its conceptual boundaries in the Introduction. Second, we clarified the operationalization of the attitude construct by specifying its aesthetic, functional, and religious dimensions. Third, we ensured consistency by distinguishing purchase decision from purchase intention and behavior, and clearly positioning it as a behavioral outcome. Finally, we provided a stronger justification for focusing on Jakarta as the research setting and acknowledged its limitation in terms of generalizability. These revisions significantly enhance the conceptual rigor of the manuscript. We thank the reviewer for highlighting important issues related to conceptual clarity. In response, we have made several improvements. First, we have clearly defined “modest fashion” and its conceptual boundaries in the Introduction. Second, we clarified the operationalization of the attitude construct by specifying its aesthetic, functional, and religious dimensions. Third, we ensured consistency by distinguishing purchase decision from purchase intention and behavior, and clearly positioning it as a behavioral outcome. Finally, we provided a stronger justification for focusing on Jakarta as the research setting and acknowledged its limitation in terms of generalizability. These revisions significantly enhance the conceptual rigor of the manuscript. Competing Interests: No competing interests were disclosed. Close Report a concern COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Anisah TN. Reviewer Report For: What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.5256/f1000research.190807.r466472 ) The direct URL for this report is: https://f1000research.com/articles/15-127/v1#referee-response-466472 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 18 Mar 2026 Tiara Nur Anisah , Janabadra University, Yogyakarta, Indonesia Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.190807.r466472 The study addresses an interesting and relevant topic within the growing modest fashion industry in Indonesia. The use of Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the moderating role of religiosity adds empirical value. However, the manuscript requires ... Continue reading READ ALL The study addresses an interesting and relevant topic within the growing modest fashion industry in Indonesia. The use of Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the moderating role of religiosity adds empirical value. However, the manuscript requires substantial revisions before it can be fully approved. The conceptual model lacks a cohesive theoretical foundation, the measurement development is untraceable, and the PLS-SEM reporting fails to meet the current standards of rigor for high-impact journals (e.g., missing CMB testing and predictive relevance metrics). Major Revisions: 1. Restructuring the Introduction and Theoretical Framework: Theoretical Justification: The conceptual model (Figure 1) appears fragmented. The authors briefly mention the Theory of Planned Behavior (TPB), but they fail to theoretically justify why E-WOM and Religiosity are integrated into this specific model. The manuscript needs a robust theoretical argument explaining how these variables extend or interact within a unified framework. State of the Art & Novelty: The Introduction fails to establish a critical research gap. Stating that "limited attention has been given to modest fashion in Indonesia" is a contextual gap, not a theoretical one. The authors must critically debate previous literature, highlight theoretical conflicting findings or shortcomings, and explicitly state the conceptual novelty of this study. 2. Measurement Instrument Traceability (Section 3.3): The authors claim that "All constructs were measured using multi-item scales adapted from prior studies." However, no citations are provided to indicate which prior studies these scales were adapted from. For a Q1 journal, the operationalization of variables must be highly transparent. The authors must properly cite the original sources of their questionnaire items. 3. Common Method Bias (CMB) Testing: Given that the data is cross-sectional and collected via self-reported online surveys, Common Method Bias is a significant threat to the validity of the findings. The manuscript currently lacks any mention of CMB. The authors must perform and report a CMB test, such as the Full Collinearity VIF approach (often recommended in PLS-SEM) or Harman’s Single-Factor test, to prove that the data is free from this bias. 4. Incomplete Structural Model Evaluation (PLS-SEM Rigor): The reporting of the structural model in Section 4.2 is incomplete and falls short of modern PLS-SEM reporting guidelines (e.g., Hair et al., 2019/2022). Missing Q2 and PLSpredict: In Section 3.4, the authors state they will evaluate predictive relevance (Q2), but this is entirely missing from the Results section. The authors must report the Q2 predict values or utilize the PLSpredict procedure to demonstrate the model's out-of-sample predictive power. Model Fit: The authors should report the model fit metric, specifically the Standardized Root Mean Square Residual (SRMR), to demonstrate that the data fits the proposed model well. 5. Contradiction in Sampling Methodology: In Section 3.2, the authors claim to use a "random sampling technique." However, they subsequently state that data was collected via an "online questionnaire distributed via social media channels." Distributing a survey via social media without a defined sampling frame is convenience or purposive sampling , not probability/random sampling. The authors must correct this methodological claim and acknowledge its implications in the limitations section. 6. Measurement Model (Item Redundancy): In Table 1, the Cronbach's Alpha and Composite Reliability values are extraordinarily high (ranging from 0.951 to 0.977). While values above 0.70 are acceptable, values exceeding 0.95 strongly indicate item redundancy (the survey questions are likely asking the exact same thing with slight wording variations). The authors should address this as a limitation affecting the instrument's content validity. 7. Grammar and Repetitive Writing: Title Correction: There is a grammatical error in the title. It should read "What Drives..." instead of "What Drive...". Redundant Paragraphs: The manuscript contains instances of highly repetitive paragraphs that disrupt readability. For example, in Sections 2.1 and 2.2, the definitions of Attitude and E-WOM are stated and then immediately repeated in the next sentence using slightly different words. A thorough proofreading is necessary to eliminate these redundancies. Is the work clearly and accurately presented and does it cite the current literature? Partly Is the study design appropriate and is the work technically sound? Partly Are sufficient details of methods and analysis provided to allow replication by others? No If applicable, is the statistical analysis and its interpretation appropriate? Partly Are all the source data underlying the results available to ensure full reproducibility? Partly Are the conclusions drawn adequately supported by the results? Partly Competing Interests: No competing interests were disclosed. Reviewer Expertise: Marketing Management, Consumer Behavior, Marketing and Sustainability, Quantitative Methods (PLS-SEM) I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Anisah TN. Reviewer Report For: What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.5256/f1000research.190807.r466472 ) The direct URL for this report is: https://f1000research.com/articles/15-127/v1#referee-response-466472 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Author Response 27 Mar 2026 Muhammad Anwar Fathoni , Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia 27 Mar 2026 Author Response Thank you very much for your time and for the valuable comments and suggestions provided on our manuscript. We greatly appreciate your careful review, which is very helpful for improving ... Continue reading Thank you very much for your time and for the valuable comments and suggestions provided on our manuscript. We greatly appreciate your careful review, which is very helpful for improving the quality and clarity of the article. We will carefully consider the points raised in your review and will make every effort to accommodate the relevant comments in the revised version of the manuscript in order to further enhance its overall quality. Once again, we sincerely thank you for your constructive feedback and support in improving this manuscript. Thank you very much for your time and for the valuable comments and suggestions provided on our manuscript. We greatly appreciate your careful review, which is very helpful for improving the quality and clarity of the article. We will carefully consider the points raised in your review and will make every effort to accommodate the relevant comments in the revised version of the manuscript in order to further enhance its overall quality. Once again, we sincerely thank you for your constructive feedback and support in improving this manuscript. Competing Interests: No competing interests were disclosed. Close Report a concern Author Response 30 Apr 2026 Muhammad Anwar Fathoni , Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia 30 Apr 2026 Author Response We sincerely thank the reviewer for the insightful and constructive comments. We have substantially revised the manuscript by strengthening the theoretical foundation through an extended TPB framework, clarifying the conceptual ... Continue reading We sincerely thank the reviewer for the insightful and constructive comments. We have substantially revised the manuscript by strengthening the theoretical foundation through an extended TPB framework, clarifying the conceptual contribution, and improving the methodological rigor. Specifically, we have (1) elaborated the theoretical integration of E-WOM and religiosity, (2) added proper citations for measurement instruments, (3) conducted and reported Common Method Bias testing, (4) completed the structural model evaluation including Q², PLSpredict, and SRMR, (5) corrected the sampling methodology, and (6) addressed potential item redundancy and language issues. These revisions have significantly improved the clarity, rigor, and contribution of the manuscript. We sincerely thank the reviewer for the insightful and constructive comments. We have substantially revised the manuscript by strengthening the theoretical foundation through an extended TPB framework, clarifying the conceptual contribution, and improving the methodological rigor. Specifically, we have (1) elaborated the theoretical integration of E-WOM and religiosity, (2) added proper citations for measurement instruments, (3) conducted and reported Common Method Bias testing, (4) completed the structural model evaluation including Q², PLSpredict, and SRMR, (5) corrected the sampling methodology, and (6) addressed potential item redundancy and language issues. These revisions have significantly improved the clarity, rigor, and contribution of the manuscript. Competing Interests: No competing interests were disclosed. Close Report a concern Respond or Comment COMMENTS ON THIS REPORT Author Response 27 Mar 2026 Muhammad Anwar Fathoni , Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia 27 Mar 2026 Author Response Thank you very much for your time and for the valuable comments and suggestions provided on our manuscript. We greatly appreciate your careful review, which is very helpful for improving ... Continue reading Thank you very much for your time and for the valuable comments and suggestions provided on our manuscript. We greatly appreciate your careful review, which is very helpful for improving the quality and clarity of the article. We will carefully consider the points raised in your review and will make every effort to accommodate the relevant comments in the revised version of the manuscript in order to further enhance its overall quality. Once again, we sincerely thank you for your constructive feedback and support in improving this manuscript. Thank you very much for your time and for the valuable comments and suggestions provided on our manuscript. We greatly appreciate your careful review, which is very helpful for improving the quality and clarity of the article. We will carefully consider the points raised in your review and will make every effort to accommodate the relevant comments in the revised version of the manuscript in order to further enhance its overall quality. Once again, we sincerely thank you for your constructive feedback and support in improving this manuscript. Competing Interests: No competing interests were disclosed. Close Report a concern Author Response 30 Apr 2026 Muhammad Anwar Fathoni , Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia 30 Apr 2026 Author Response We sincerely thank the reviewer for the insightful and constructive comments. We have substantially revised the manuscript by strengthening the theoretical foundation through an extended TPB framework, clarifying the conceptual ... Continue reading We sincerely thank the reviewer for the insightful and constructive comments. We have substantially revised the manuscript by strengthening the theoretical foundation through an extended TPB framework, clarifying the conceptual contribution, and improving the methodological rigor. Specifically, we have (1) elaborated the theoretical integration of E-WOM and religiosity, (2) added proper citations for measurement instruments, (3) conducted and reported Common Method Bias testing, (4) completed the structural model evaluation including Q², PLSpredict, and SRMR, (5) corrected the sampling methodology, and (6) addressed potential item redundancy and language issues. These revisions have significantly improved the clarity, rigor, and contribution of the manuscript. We sincerely thank the reviewer for the insightful and constructive comments. We have substantially revised the manuscript by strengthening the theoretical foundation through an extended TPB framework, clarifying the conceptual contribution, and improving the methodological rigor. Specifically, we have (1) elaborated the theoretical integration of E-WOM and religiosity, (2) added proper citations for measurement instruments, (3) conducted and reported Common Method Bias testing, (4) completed the structural model evaluation including Q², PLSpredict, and SRMR, (5) corrected the sampling methodology, and (6) addressed potential item redundancy and language issues. These revisions have significantly improved the clarity, rigor, and contribution of the manuscript. Competing Interests: No competing interests were disclosed. Close Report a concern COMMENT ON THIS REPORT Comments on this article Comments (0) Version 2 VERSION 2 PUBLISHED 28 Jan 2026 ADD YOUR COMMENT Comment keyboard_arrow_left keyboard_arrow_right Open Peer Review Reviewer Status info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Reviewer Reports Invited Reviewers 1 2 Version 2 (revision) 12 May 26 Version 1 28 Jan 26 read read Tiara Nur Anisah , Janabadra University, Yogyakarta, Indonesia A'rasy fahrullah , Universitas Negeri Surabaya, Surabaya, Indonesia Comments on this article All Comments (0) Add a comment Sign up for content alerts Sign Up You are now signed up to receive this alert Browse by related subjects keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2026 fahrullah A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 31 Mar 2026 | for Version 1 A'rasy fahrullah , Universitas Negeri Surabaya, Surabaya, East Java, Indonesia 0 Views copyright © 2026 fahrullah A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (1) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions This manuscript addresses a relevant topic in Indonesia’s modest fashion market. However, several issues require clarification. First, although "modest fashion" is widely used, its conceptual boundary is not clearly defined in this study. Second, the operationalization of the "attitude" construct lacks transparency, particularly regarding whether it reflects religious, aesthetic, or functional evaluation. Third, the manuscript inconsistently uses "purchase decision", "intention", and "behavior", which should be clearly distinguished. Finally, the exclusive focus on Jakarta respondents is not sufficiently justified and may limit generalizability, given Indonesia’s diverse socio-cultural context. Addressing these points would improve conceptual clarity and robustness. Is the work clearly and accurately presented and does it cite the current literature? Yes Is the study design appropriate and is the work technically sound? Yes Are sufficient details of methods and analysis provided to allow replication by others? Yes If applicable, is the statistical analysis and its interpretation appropriate? I cannot comment. A qualified statistician is required. Are all the source data underlying the results available to ensure full reproducibility? No Are the conclusions drawn adequately supported by the results? Yes Competing Interests No competing interests were disclosed. Reviewer Expertise islamic economics I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (1) Author Response 30 Apr 2026 Muhammad Anwar Fathoni, Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia We thank the reviewer for highlighting important issues related to conceptual clarity. In response, we have made several improvements. First, we have clearly defined “modest fashion” and its conceptual boundaries in the Introduction. Second, we clarified the operationalization of the attitude construct by specifying its aesthetic, functional, and religious dimensions. Third, we ensured consistency by distinguishing purchase decision from purchase intention and behavior, and clearly positioning it as a behavioral outcome. Finally, we provided a stronger justification for focusing on Jakarta as the research setting and acknowledged its limitation in terms of generalizability. These revisions significantly enhance the conceptual rigor of the manuscript. View more View less Competing Interests No competing interests were disclosed. reply Respond Report a concern fahrullah A. Peer Review Report For: What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.5256/f1000research.190807.r464457) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/15-127/v1#referee-response-464457 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2026 Anisah T. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 18 Mar 2026 | for Version 1 Tiara Nur Anisah , Janabadra University, Yogyakarta, Indonesia 0 Views copyright © 2026 Anisah T. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (2) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions The study addresses an interesting and relevant topic within the growing modest fashion industry in Indonesia. The use of Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the moderating role of religiosity adds empirical value. However, the manuscript requires substantial revisions before it can be fully approved. The conceptual model lacks a cohesive theoretical foundation, the measurement development is untraceable, and the PLS-SEM reporting fails to meet the current standards of rigor for high-impact journals (e.g., missing CMB testing and predictive relevance metrics). Major Revisions: 1. Restructuring the Introduction and Theoretical Framework: Theoretical Justification: The conceptual model (Figure 1) appears fragmented. The authors briefly mention the Theory of Planned Behavior (TPB), but they fail to theoretically justify why E-WOM and Religiosity are integrated into this specific model. The manuscript needs a robust theoretical argument explaining how these variables extend or interact within a unified framework. State of the Art & Novelty: The Introduction fails to establish a critical research gap. Stating that "limited attention has been given to modest fashion in Indonesia" is a contextual gap, not a theoretical one. The authors must critically debate previous literature, highlight theoretical conflicting findings or shortcomings, and explicitly state the conceptual novelty of this study. 2. Measurement Instrument Traceability (Section 3.3): The authors claim that "All constructs were measured using multi-item scales adapted from prior studies." However, no citations are provided to indicate which prior studies these scales were adapted from. For a Q1 journal, the operationalization of variables must be highly transparent. The authors must properly cite the original sources of their questionnaire items. 3. Common Method Bias (CMB) Testing: Given that the data is cross-sectional and collected via self-reported online surveys, Common Method Bias is a significant threat to the validity of the findings. The manuscript currently lacks any mention of CMB. The authors must perform and report a CMB test, such as the Full Collinearity VIF approach (often recommended in PLS-SEM) or Harman’s Single-Factor test, to prove that the data is free from this bias. 4. Incomplete Structural Model Evaluation (PLS-SEM Rigor): The reporting of the structural model in Section 4.2 is incomplete and falls short of modern PLS-SEM reporting guidelines (e.g., Hair et al., 2019/2022). Missing Q2 and PLSpredict: In Section 3.4, the authors state they will evaluate predictive relevance (Q2), but this is entirely missing from the Results section. The authors must report the Q2 predict values or utilize the PLSpredict procedure to demonstrate the model's out-of-sample predictive power. Model Fit: The authors should report the model fit metric, specifically the Standardized Root Mean Square Residual (SRMR), to demonstrate that the data fits the proposed model well. 5. Contradiction in Sampling Methodology: In Section 3.2, the authors claim to use a "random sampling technique." However, they subsequently state that data was collected via an "online questionnaire distributed via social media channels." Distributing a survey via social media without a defined sampling frame is convenience or purposive sampling , not probability/random sampling. The authors must correct this methodological claim and acknowledge its implications in the limitations section. 6. Measurement Model (Item Redundancy): In Table 1, the Cronbach's Alpha and Composite Reliability values are extraordinarily high (ranging from 0.951 to 0.977). While values above 0.70 are acceptable, values exceeding 0.95 strongly indicate item redundancy (the survey questions are likely asking the exact same thing with slight wording variations). The authors should address this as a limitation affecting the instrument's content validity. 7. Grammar and Repetitive Writing: Title Correction: There is a grammatical error in the title. It should read "What Drives..." instead of "What Drive...". Redundant Paragraphs: The manuscript contains instances of highly repetitive paragraphs that disrupt readability. For example, in Sections 2.1 and 2.2, the definitions of Attitude and E-WOM are stated and then immediately repeated in the next sentence using slightly different words. A thorough proofreading is necessary to eliminate these redundancies. Is the work clearly and accurately presented and does it cite the current literature? Partly Is the study design appropriate and is the work technically sound? Partly Are sufficient details of methods and analysis provided to allow replication by others? No If applicable, is the statistical analysis and its interpretation appropriate? Partly Are all the source data underlying the results available to ensure full reproducibility? Partly Are the conclusions drawn adequately supported by the results? Partly Competing Interests No competing interests were disclosed. Reviewer Expertise Marketing Management, Consumer Behavior, Marketing and Sustainability, Quantitative Methods (PLS-SEM) I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (2) Author Response 27 Mar 2026 Muhammad Anwar Fathoni, Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia Thank you very much for your time and for the valuable comments and suggestions provided on our manuscript. We greatly appreciate your careful review, which is very helpful for improving the quality and clarity of the article. We will carefully consider the points raised in your review and will make every effort to accommodate the relevant comments in the revised version of the manuscript in order to further enhance its overall quality. Once again, we sincerely thank you for your constructive feedback and support in improving this manuscript. View more View less Competing Interests No competing interests were disclosed. reply Respond Report a concern Author Response 30 Apr 2026 Muhammad Anwar Fathoni, Islamic Economics, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia We sincerely thank the reviewer for the insightful and constructive comments. We have substantially revised the manuscript by strengthening the theoretical foundation through an extended TPB framework, clarifying the conceptual contribution, and improving the methodological rigor. Specifically, we have (1) elaborated the theoretical integration of E-WOM and religiosity, (2) added proper citations for measurement instruments, (3) conducted and reported Common Method Bias testing, (4) completed the structural model evaluation including Q², PLSpredict, and SRMR, (5) corrected the sampling methodology, and (6) addressed potential item redundancy and language issues. These revisions have significantly improved the clarity, rigor, and contribution of the manuscript. View more View less Competing Interests No competing interests were disclosed. reply Respond Report a concern Anisah TN. Peer Review Report For: What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity [version 1; peer review: 2 approved with reservations] . F1000Research 2026, 15 :127 ( https://doi.org/10.5256/f1000research.190807.r466472) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/15-127/v1#referee-response-466472 Alongside their report, reviewers assign a status to the article: Approved - the paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations - A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved - fundamental flaws in the paper seriously undermine the findings and conclusions Adjust parameters to alter display View on desktop for interactive features Includes Interactive Elements View on desktop for interactive features Competing Interests Policy Provide sufficient details of any financial or non-financial competing interests to enable users to assess whether your comments might lead a reasonable person to question your impartiality. 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europepmc
last seen: 2026-05-20T01:45:00.602351+00:00
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last seen: 2026-05-29T02:00:03.542394+00:00
License: CC-BY-4.0