Afshan Jalil

I’m a PhD candidate in Consumer Behaviour and Muslim Fashion at the University of the West of Scotland. My research explores how identity, faith, and culture influence modest fashion consumption among Muslim women in the UK. I apply frameworks such as Consumer Culture Theory and the Theory of Planned Behaviour to better understand this growing market.

With an MBA and BBA (Hons.) from Iqra University, I have experience in marketing, administration, and customer service — including a recent role as volunteer Marketing Manager at Hamilton Women Club. I’m proficient in tools like SPSS, NVIVO, and IRIS, and enjoy working at the intersection of academic research and practical insights.