Syahrivar Jhanghiz
Institute of Marketing, Corvinus University of Budapest, Fővám tér 8, Budapest, 1093, Hungary.
School of Business, President University, Jl. Ki Hajar Dewantara, Bekasi, 17530, Indonesia.
J Relig Health. 2021 Jun;60(3):1969-1991. doi: 10.1007/s10943-020-01068-7.
The consumption of Islamic products has been discussed quite extensively in many studies, yet the opposite case which is the dissociation from Islamic products is rarely discussed. This study aims to investigate the phenomena in which Muslim women who were raised with conservative values at home countries choose to dissociate from hijab when they live in the western countries. Moreover, they become activists who discourage other Muslim women from wearing hijab. This study adopts a phenomenological research design. The results suggest that hijab dissociation is a form of compensatory mechanism aimed at minimizing self-discrepancy, restoring self-esteem, gaining personal control, reducing perceived alienation and coping with psychological trauma. This study contributes to the theoretical gap in compensatory consumption literature by linking the theory with the non-consumption of religious products.
许多研究都对伊斯兰产品的消费进行了相当广泛的讨论，但与之相反的情况，即与伊斯兰产品脱离关系的情况却很少被提及。本研究旨在调查这样一种现象：在本国秉持保守价值观长大的穆斯林女性，在生活在西方国家时选择摘下头巾。此外，她们还成为鼓动其他穆斯林女性不要戴头巾的活跃分子。本研究采用现象学研究设计。结果表明，脱离头巾是一种补偿机制，旨在尽量减少自我差异、恢复自尊、获得个人掌控感、减轻感知到的疏离感以及应对心理创伤。本研究通过将该理论与宗教产品的非消费联系起来，填补了补偿性消费文献中的理论空白。
