Awareness of fashion in consumption among Generation Z or Zillennials reflects not only the functional aspect of a product, but also becomes a statement that expresses their identity (Slater & Demangeot, 2021). As an active generation in Indonesia, reaching 27.94% of the total population, Zillennials are showing increasing interest in the Muslim fashion industry which is growing 18.2%, with total consumption reaching IDR 300 trillion in 2022 (Listyadewi, 2023). They use fashion as an expression of identity, creating style according to Islamic values and the latest trends (Octaviani & Eri Puspita, 2021). Even though it is not mandatory, most Zillennial Muslims choose to be involved in consuming Muslim fashion (Johnstone & Lindh, 2022), even though they face the obstacle of a lack of fashionable clothing options that comply with modesty norms.

Zillennials' awareness of Western fashion products challenges them, but also shows their desire to keep their Islamic identity while adjusting to global trends (Slater & Demangeot, 2021). Social internet, which provides Muslim living inspiration, also influences fashion consumption (Johnstone & Lindh, 2022). Most research shows that clothing style, sources of fashion information, motivation for fashion consumption, and uniqueness influence how Zillennials consume Muslim fashion in this digital era, creating a mirror of identity that continues to develop amidst modern society (Hassan & Harun, 2016). Research has analyzed this relationship independently and examined the relationship between clothing style and fashion awareness (Al‐Mutawa, 2013); sources of fashion information, motivation to purchase clothing, and fashion awareness (Jimenez-Fernandez et al., 2023); fashion awareness and status consumption (Becker-Leifhold, 2018); and the desire for unique clothing products (Abosag et al., 2020).

Fashion awareness in Muslim fashion consumption is a significant indicator in assessing the level of individual involvement in clothing styles and trends (Kusumawati et al., 2022). Fashion-conscious consumers in the context of Muslim Fashion, as defined by (Leung et al., 2015) are individuals who are very involved in all aspects of fashion. In the realm of Muslim Fashion, fashion-conscious individuals are not only consumers who follow trends, but also create a strong foundation of knowledge about styles and trends in the context of Muslim clothing (Lira et al., 2022). This allows them to be identified as part of the Muslim Fashion community who understand and apply Islamic principles in every aspect of their lifestyle (Nurani & Adinugraha, 2022). Muslim fashion awareness opens the door for consumers to convey statements about their religious identity through fashion choices, creating a deep attachment to Islamic values in the world of fashion (, 2019); (Apriantika, 2023). Therefore, the hypothesis is as follows:

H1 : A relationship exists between fashion consciousness and muslim fashion consumption.

Consumers actively pursue information in order to mitigate risks associated with their purchasing decisions, and fashion-related knowledge can be acquired from a multitude of sources, encompassing both personal and impersonal channels. According to (Talaat, 2022), the acquisition of fashion knowledge enables consumers to effectively comprehend and interpret emerging clothing styles by discerning various sources of fashion information. According to (Jain & Kumar Chandar, 2019), certain consumers, referred to as fashion conscious, may exhibit an intense preoccupation with fashion and rely more heavily on mass media compared to consumers who do not possess a strong interest in fashion. According to (Syauqina et al., 2023), there exists a positive correlation between fashion awareness and the availability of information sources such as catalogues, social gatherings, store layouts, fashion publications, and friends. This suggests that those who have access to a greater number of sources of fashion knowledge are more likely to exhibit a heightened sense of fashion consciousness (Hassan & Harun, 2016); (Talaat, 2022). Thus, the proposed theory is as follows:

H2 : A relationship exists between sources of fashion knowledge and fashion consciousness.

Motivation is a behavior's cause (Khan, 2020). Gredler called motivation “the characteristic that drives us whether to do something or not”. Ideas, perceptions, values, interests, and behaviors substantially influence motives (, 2019). Many subsequent motivation research focused on cognitive activities (monitoring and strategy use), non-cognitive components (perceptions, beliefs, and attitudes), or both. Motivation governs readiness. Motivated buyers need goods (Reynaldo Kairupan, 2019). Motivated purchasers have multiple reasons (Khan, 2020). Previous studies have shown varied clothing purchase reasons. Early research related clothing purchases to physical, social, and psychological protection (Joanes et al., 2020); (Lin & Chen, 2022). (Shetty & Kotian, 2023) argued clothes reflect lifestyle and image. Consumers express themselves through clothing. Teens buy clothes for conformity and recognition. If someone wants their fashion acknowledged by peers, normative influence is key (Dewanto & Belgiawan, 2020). (Talaat, 2022) discovered that mature clients buy trendy apparel for personal satisfaction and seasonal or event-appropriate attire. Fashion motivates fashion-conscious customers in this study. Their taste and socioeconomic status are shown by their fashion choices (Shetty & Kotian, 2023). Thus, this study hypothesizes:

H3: A relationship exists between fashion motivation and fashion consciousness.

Consumers' fashion reflects their personalities. Dressing style indicates interest in clothing or dressing style (Lin & Chen, 2022). A style tribe forms when buyers follow a particular type of clothing. A style tribe consists of people who dress and think similarly. Leaders of a style tribe include designers, businesses, and shops with a popular signature style (Hassan & Harun, 2016). Individual consumers may interpret styles differently, and their dress choices may reflect their interpretations. (Gupta et al., 2019) linked dressing style to fashion awareness. Clothing and how it flatters features and style reflect self-concept (Vingilyte & Khadaroo, 2022). Dressing style can boost self-esteem. Fashion-conscious consumers are supposed to care about their dressing style. Thus, this study hypothesizes:

H4: A relationship exists between dressing style and fashion consciousness.

Consumers want unique products to stand out (Calderón Urbina et al., 2021). Consumers want unique products, services, and experiences (Abosag et al., 2020). Public self-presentation shows this goal. To feel unique, people who feel less unique purchase for attractive clothes (Bekmezci et al., 2022). High-involvement products, like apparel, are consumed publicly and are important for self-expression, therefore uniqueness is more important (Calderón Urbina et al., 2021). Fashion originality stems from the desire for individuality. (Dewanto & Belgiawan, 2020) found that fashion consumer groups are sensitive to changing aesthetic standards and may use the aesthetic code to differentiate themselves. (Lin & Chen, 2022) found that fashion innovation increases with originality. Each muslim fashion designer or store has a signature style that should be known. Many muslim fashion designs and styles have fans. Muslim women are braver at mixing and matching their clothes now that they understand Islamic clothing (Calderón Urbina et al., 2021). This inventiveness and individuality have made hijab fashion more unusual and popular. Uniqueness is sought by fashion-conscious consumers. To improve their self-image, fashion-conscious consumers choose innovative, novel, unpopular, or rarely chosen fashion (Talaat, 2022); (Dharma, 2023). Thus, the propose (Figure 1):

H5: A relationship exists between fashion uniqueness and fashion consciousness.

The sample is part of the population group taken using sampling techniques (Husain & Purnomo, 2001) in (Marihot et al., 2022). The sampling technique in this study was a non-probability sampling method with purposive sampling based on predetermined criteria in accordance with the research objectives. The criteria determined in the sample selection are the Zillennial generation with a maximum age of 31 years.

Guidelines for determining the sample size for PLS-SEM based on research (Barclay et al., 1995) in (Hair, 2014) are

In this study, the indicators are formative with a total of 5 indicators. Referring to the first point, the minimum number of samples obtained is 5 x10 or 50 samples. The total sample in this study was 255 where this number exceeded the minimum research sample of 50 samples.

The data used in this study is based on primary data. Data collection is done through online questionnaires distributed through Google Forms to the Zillenial generation. A five-point Likert scale is used to answer every question in a survey questionnaire, ranging from one (very disagreeable) to five (strongly agree). The Likert scale is a type of scale used to gather information to understand or measure qualitative and quantitative information. It is used to gather the views, perceptions, or attitudes of an individual to an event. In addition, the SEM-PLS method was applied in this research, using the SmartPLS 3 software.

SEM-PLS (Structural Equation Modeling - Partial Least Squares) is a multivariate statistical method used to test the relationship between variables in measurement and structural models. (Leguina, 2015). This method is used to test complex models with many variables and their correlations. In SEM-PLS, the relationship between variables is measured using the correlation between those variables, continued with the reduction of dimensions using the analysis of the main component, which identifies the main factor that explains variability in the data. The measurement model is then tested using partial regression, and finally the structural model is tested to test the relationship of cause and effect between the variables. SEM-PLS also has the ability to test more flexible models and handle abnormal data. In addition, this method can be used in predictive analysis, such as in marketing and finance. According to Henseler et al. (2015), SEM-PLS is one of the most commonly used methods for analyzing complex data with variable variables.

The exogenous latent variable in this study consists of:

As for the research framework for this research is as follows, using the SEM-PLS model

a. Convergent Validity

Convergent validity is a series of measurements to ensure that each indicator used in measuring a variable is strong (Hair, et al., 2017). Loading factor is the estimated weight standard that connects factor to indicator, where loading factor has a standard of 0 to 1. Generally, the value of the loading factor should be >0.60, indicating that the value is above the error variance value, but when the load factor value is <0.60, then the indicator must be removed or not used because the error variance exceeds 50%. However, for early studies of the development of the measurement scale, the loading factor value of 0.5–0.6 is still considered sufficient. (Ghozali, 2015:74). Based on the Figure 2, it can be seen that the outer loading values of all variable indicators X1, X2, X3, X4, Z, and Y are greater than 0.5, so they are said to be valid.

b. Discriminant Validity

Viewed from AVE values and AVE root values. AVE value is Average Variance Extracted (AVE)>0.5 (Bagozzi and Yi, 1988; Chin & Dibbern, 2010; (Dash & Paul, 2021)).

Below is a description of the constructs present in the model with respect to the AVE value:

A high AVE (average variance extracted) value indicates a significant difference between the structure in question and the other structures in the model. This implies that the construction may be quantified independently and is not influenced by the other structures. Based on the aforementioned results, it is evident that the AVE value of each variable is larger than or equal to 0.5. Therefore, it can be inferred that the model exhibits a satisfactory level of discriminatory validity.

The AVE root value of each variable is greater than its AVE correlation with other variables so that the validity of the discrimination is met. These results indicate that the measurement variable is effective in reflecting the construction envisaged in the study. In the context of the Fornell-Larcker Criterion, if the initial construction value is greater than its correlation value with other latent variables, this indicates that the measurement variable represents the construction variation well (Fornell & Larcker, 1981).

c. Model Collinearity Test

The value used to analyze it is by looking at the Variance Inflation Factor value (VIF). (Hair, 2014); Garson, 2016). (Hair, 2014).

It can be seen that VIF values of all variable indicators <5, so there is no collinearity between each variable that is measured.

The Cronbach Alpha coefficient was found to be greater than 0.7 in the study conducted by Vinzi, Trinchera, and Amato in 2010. The value of rho_A is more than 0.7, according to Vinzi, Trinchera, and Amato (2010). Composite reliability exceeds 0.6, as reported by Bagozzi and Yi (1988) and Chin and Dibbern (2010).

d. Reliability Test

Table 6 presents the reliability test results using several methods, namely Cronbach's Alpha, rho_A, and Composite Reliability.

Overall, reliability test results show that all variables have good reliability levels, with two Cronbach's Alpha values and one rho_A value slightly below the threshold but compensation with a high Composite Reliability value. Therefore, it can be assumed that these measuring instruments are reliable to measure the structures represented by these variables.

a. R-SQUARE

R-Square, or determination coefficient, is a metric that measures the extent to which variation in the value of the affected variable (endogenic) can be explained by the variable that affects it (exogenic). In this case, R-square reflects the proportion of variation that can be attributed to independent factors in the model. As an interpretation criterion, if the R-Square value reaches 0.75, it indicates a substantial explanation or a large force in the relationship between the variables. If the r-square is at 0.50, it signifies a moderate or moderate explanatory level. On the contrary, when the r -squares only reach 0.25, it indicated a weak or small explanations of the variation of the endogenous variable by the exogenic variable in the analytical model.

The analysis of the coefficient of determination, or R-Square, reveals that approximately 65.2% of the variation in Fashion Consciousness can be explained by the exogenous variables included in the model. This level of explanation can be considered moderately substantial, indicating that the variability in fashion awareness can moderately be attributed to the factors incorporated in the analysis. Furthermore, in the context of Muslim Fashion Consumption, around 59.5% of the variation can be explained by the considered exogenous variables. This also signifies a moderate level of explanation for the variability in fashion consumption patterns specific to the Muslim community. This analysis provides insights into the extent to which external factors influence both variables, laying the groundwork for a better understanding of consumption behavior in the context of fashion and style.

SmartPLS provides indications of R-Square through a color-coded graph, where green signifies a positive or good effect, while red indicates a negative or unfavorable impact.

b. F-SQUARE

The F2 effect size, also known as F-Square, serves as a metric to assess the relative impact of an influencing variable (exogenous) on the influenced variable (endogenous). According to Cohen's criteria (1988), the interpretation of F2 values provides insight into the magnitude of this impact. When the F2 value is 0.02, it is considered small or weak, indicating a relatively minor influence. If the F2 value reaches 0.15, it is deemed moderate, suggesting a moderate level of impact. A substantial impact is inferred when the F2 value is 0.35, reflecting a large or strong effect.

The relationships between the variables are assessed through the f2 values in the structural model. Dressing Style exhibits a small and unfavorable impact (f2 = 0.073) on Fashion Consciousness, suggesting a limited explanatory power of Dressing Style in influencing Fashion Consciousness. On the contrary, Fashion Consciousness demonstrates a substantial and positive effect (f2 = 1.472) on Muslim Fashion Consumption, indicating a strong influence of Fashion Consciousness on the consumption patterns specific to the Muslim context. However, other factors such as Fashion Motivation (f2 = 0.075), Fashion Uniqueness (f2 = 0.034), and Knowledge Sources (f2 = 0.109) exhibit relatively small and unfavorable impacts on Muslim Fashion Consumption, suggesting that these variables have limited explanatory power in understanding variations in Muslim fashion consumption behavior. It's noteworthy that Muslim Fashion Consumption, being an endogenous variable in this context, does not have an assigned f2 value concerning its relative impact on other variables within the model.

SmartPLS provides R-Square indications through a color-coded graph, where green indicates a positive or good effect, while red signifies a negative or unfavorable impact.

c. Hypothesis Testing

The analysis of direct effects, focusing on path coefficients, serves as a valuable tool for testing hypotheses regarding the direct influence of an influencing variable (exogenous) on the influenced variable (endogenous). The criteria for interpreting path coefficients are as follows: a positive path coefficient indicates a direct and positive relationship, signifying that as the value of an exogenous variable increases, the endogenous variable also increases. Conversely, a negative path coefficient suggests an inverse relationship, indicating that as the value of an exogenous variable increases, the endogenous variable decreases. Additionally, the significance of these path coefficients is determined by the p-value, where a p-value less than 0.05 is considered significant, suggesting a strong statistical relationship. Conversely, if the p-value exceeds 0.05, the relationship is deemed nonsignificant. This analytical approach provides insights into the direction and significance of direct effects, offering a comprehensive understanding of the relationships between exogenous and endogenous variables in the model under consideration.

The path coefficient, measuring at 0.772, signifies a strong positive correlation, indicating that as Fashion Consciousness increases, there is a notable and statistically significant elevation in Muslim Fashion Consumption. This relationship is further supported by a P-value of 0.000, underscoring its statistical significance. In essence, the findings suggest a substantial and positive association, implying that individuals with higher levels of Fashion Consciousness are more inclined to engage in Muslim Fashion Consumption.

These results are in line with previous research highlighting the influence of fashion awareness on consumer behavioural intentions. (Kautish & Sharma, 2018) The significant positive association implies that increased fashion awareness drives greater engagement in Muslim fashion consumption, reflecting the cultural and social significance of fashion awareness in shaping consumer choices within the Muslim community.

The hypothesis H2, which posits the relationship between Knowledge Sources and Fashion Consciousness, reveals a significant positive association based on the path analysis. The path coefficient of 0.313 indicates a positive effect, suggesting that as Knowledge Sources increase, there is a corresponding tendency for Fashion Consciousness to rise. The statistical significance is underscored by a P-Value of 0.000, emphasizing the robustness of the observed relationship. In essence, the findings imply that a higher level of engagement with Knowledge Sources is linked to an increased level of Fashion Consciousness.

This finding is consistent with research (Liu et al., 2021) which shows that social pressure from one's reference group is the most dominant factor in shaping consumers' purchase intention towards ethical fashion. Exposure to diverse sources of fashion-related information, such as fashion magazines, social media and educational sources, contributes to an individual's understanding and appreciation of fashion trends and styles. The positive correlation implies that individuals who actively seek and engage with fashion-related knowledge are more likely to develop higher fashion awareness, thereby influencing their fashion-related attitudes and behaviours.

The hypothesis H3 is supported by a path coefficient of 0.231, indicating a positive association. The corresponding p-value of 0.007 is statistically significant, reinforcing the credibility of the findings. This implies a significant positive correlation between Fashion Motivation and Fashion Consciousness, signifying that an increase in Fashion Motivation is likely to correspond with an elevation in Fashion Consciousness. The results provide robust evidence for the presence of a meaningful and positive connection between these two variables in the context of the study.

Research in consumer psychology supports the idea that motivation plays an important role in shaping individual attitudes and behaviour towards fashion (Giovannini et al., 2015). Motivations such as self-expression, social recognition and personal identity are known to influence the level of fashion consciousness. Positive correlations imply that individuals who are motivated to express themselves through fashion or seek social validation through their clothing choices are more likely to exhibit higher levels of fashion consciousness.

The path coefficient, with a positive value of 0.221, suggests a significant positive relationship between Dressing Style and Fashion Consciousness. The associated p-value of 0.000 indicates the significance of this relationship. In essence, as Dressing Style increases, there is a corresponding tendency for Fashion Consciousness to also increase. This finding underscores the notion that individuals with a heightened sense of dressing style are likely to exhibit increased awareness and consciousness of fashion trends.

Studies in sociology and consumer behaviour emphasise the role of dress as a form of non-verbal communication that reflects an individual's identity and social status (Park, 2015). It was also found that the interaction between being fashionable, fashion perception, and system participation influenced the final decision in fashion consumption (Ming Law et al., 2004). The positive correlation suggests that individuals who pay attention to their dressing style and strive to present themselves aesthetically are more likely to have a higher fashion consciousness, as they are sensitive to fashion trends and visual aspects of personal presentation.

There is a significant positive relationship between Fashion Uniqueness and Fashion Consciousness, as evidenced by a path coefficient of 0.176 and a p-value of 0.049. This indicates that when Fashion Uniqueness increases, there is a corresponding tendency for Fashion Consciousness to also increase. In other words, the results suggest a meaningful and positive association between these two variables, highlighting the influence of heightened Fashion Uniqueness on the awareness and consciousness of fashion trends.

Research on consumer behaviour highlights the importance of uniqueness and individuality in fashion preferences (Hassan & Harun, 2016). Individuals often seek to express their uniqueness through fashion choices, which leads to varying levels of fashion consciousness. The positive correlation implies that individuals who prioritise uniqueness in their fashion preferences are more likely to exhibit higher fashion consciousness, as they are sensitive to unconventional or different fashion styles.

All relationships examined exhibit a positive nature, indicating that as the exogenous variables increase, the endogenous variables also tend to increase. Moreover, all P-Values are less than 0.05, signifying that these relationships are statistically significant. Moving on to the assessment of indirect effects, the analysis proves valuable in testing hypotheses regarding the indirect influence of an exogenous variable on an endogenous variable mediated by an intervening variable. The criterion for evaluation is as follows: if the P-Values are less than 0.05, the effect is deemed significant, suggesting that the intervening variable plays a mediating role in mediating the relationship between an exogenous variable and an endogenous variable. Conversely, if the P-Values exceed 0.05, the effect is considered non-significant, implying that the intervening variable does not mediate the relationship between an exogenous variable and an endogenous variable directly. This comprehensive analysis provides insights into both the nature and statistical significance of the relationships, shedding light on the mediating role of the intervening variable in the examined model. The findings provide insight into the complex interactions between individual attributes, external influences, and fashion-related attitudes and behaviours. The reliability and statistical significance of these relationships emphasise the importance of considering multiple factors in understanding fashion awareness and consumer behaviour in the context of Muslim fashion consumption.

The indirect effects of Dressing Style, Fashion Motivation, Fashion Uniqueness, and Knowledge Sources on Muslim Fashion Consumption were examined, revealing noteworthy insights. For Dressing Style, there is a positive indirect effect of 0.171 on Muslim Fashion Consumption, with a significant P-value of 0.00, indicating that the variable Fashion Consciousness plays a mediating role in conveying the impact of Dressing Style on Muslim Fashion Consumption. Similarly, Fashion Motivation exhibits a positive indirect influence of 0.178 on Muslim Fashion Consumption, with a significant P-value of 0.00, underscoring the mediating role of Fashion Consciousness in the relationship between Fashion Motivation and Muslim Fashion Consumption. The indirect effect of Fashion Uniqueness is also positive at 0.136, with a significant P-value of 0.00, signaling that Fashion Consciousness serves as a mediator in transmitting the influence of Fashion Uniqueness to Muslim Fashion Consumption. Lastly, Knowledge Sources display a positive indirect effect of 0.241 on Muslim Fashion Consumption, with a significant P-value of 0.00. This implies that Fashion Consciousness plays a pivotal mediating role in conveying the impact of Knowledge Sources on Muslim Fashion Consumption. These findings highlight the intricate interplay of variables and the mediating role of Fashion Consciousness in shaping Muslim Fashion Consumption patterns.