Makeup Consumption and Islamic Religiosity

The current study aims to analyze the makeup consumption of Muslim women, which is a controversial issue in the Islamic world. Motivational factors that lead to face makeup wearing intention are explored, and how these motivations alter the relationship between Islamic religiosity and makeup intention is shown through a quantitative study. The data used in the study is collected via a questionnaire, and 300 Turkish women living in Turkey participated. The questionnaire includes Makeup Motivation Scale (MMS), which is first created in this study, together with makeup intention and the intrinsic-extrinsic religiosity scale. The results provide the evidence that even though intrinsically religious women have hesitations about wearing makeup, extrinsic makeup motivation, which is empirically explored in the current study for the first time, lessen this hesitation. In other words, extrinsic makeup motivation alters the relationship between religiosity and makeup wearing intention and surpasses the religiosity effect on makeup. This effect is not observed for other two makeup motivations; intrinsic and social positioning. Overall, the findings of the study indicate that different interpretations of Islamic teaching diminish women's makeup consumption motivation but extrinsic makeup motivation ecourages women to adopt face makeup. Findings are discussed together with directions for future research for both psychology and consumer researchers.