Paper Title
New Mother's Consumption Involvement & Religious Subculture

Abstract
Among the features included in the consumer culture affecting its consumbehavior, religion is One of the most powerful factors (Shukor&Jamal20Religion refers to the extent to which a person adopts his or her religious values, believes, and the extent to which he practices them in his life (Worthington, et al, 2003).Religion is part of culture, a dramatic feature that takes place during transition in the life cycle of the person including motherhood.Motherhood is a major transition in the woman's life where the changes are physical, emotional and behavioral. The future mother alters her consumption decision process, information collection and brand evaluation due to demographic factors like religion (Gertner, 2014). It is very significant to see the relationship between religiosity and consumer behavior especially in a key transition such as motherhood. Does the religious mother come to accept and deal with the change in a way different to that of the non-religious mother? What are the main factors influencing the religious mother's consumer behavior versus that of the non-religious mother? This article examines fashion consumption in Israel by the new mother relative to her religiosity and aims to find the factors influencing new mothers' fashion involvement in two different subcultures: religious orthodoxy and non-religious new mothersAt the beinning of the article, we review religiosity in Is and its characteristics, and then continue to analyze the transition to mother for the first time. We finally try to see if and what is the connection between these two variables. Keywords: Motherhood, Jewish Ultra-Orthodox, Fashion Involvement, Symbolic Consumption Behavior, Ideal Mother.