Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

Faheem Bukhari, Saima Hussain, Rizwan Raheem Ahmed, Dalia Streimikiene, Riaz Hussain Soomro and Zahid Ali Channar
Additional contact information
Faheem Bukhari: Faculty of Business Administration, IQRA University, Defense view Shaheed-e-Millet Road (Ext), Karachi 75500, Pakistan
Saima Hussain: Faculty of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, SZABIST 90, Block 5, Clifton Karachi 75600, Pakistan
Rizwan Raheem Ahmed: Faculty of Management Sciences, Indus University, Karachi 75300, Pakistan
Dalia Streimikiene: Institute of Sport Science and Innovations, Lithuanian Sports University, Kaunas 44221, Lithuania
Riaz Hussain Soomro: Institute of Health Management, Dow University of Health Sciences, Karachi 74200, Pakistan
Zahid Ali Channar: Department of Business Administration, Sindh Madressatul Islam University, Karachi 74000, Pakistan

Sustainability, 2020, vol. 12, issue 1, 1-22

Abstract: The undertaken study examines the influence of the marketing mix, consumer attributes, and the role of religiosity towards consumer purchase behavior regarding western imported food products in Pakistan. The study has used the theory of planned behaviors as underpinning foundations for testing factors. In total, 1080 respondents from eight cities in Pakistan—Karachi, Lahore, Islamabad, Quetta, Peshawar, Hyderabad, Larkana, and Faisalabad—were part of this study. Path analysis performed through SEM (structural equation modeling). The result unveiled that product attributes, price, self-concept, brand trust, personality, and religiosity positively correlated with consumer’s purchase intention in a Muslim country. The result of this study will also help potential future candidates for the food industry, especially those aimed at using the Asian consumer market. The penetration of western imported food may also bring convergence where the nation can feel upgraded and privileged. The study also adds to the academic literature on Muslim consumer behavior by combining numerous factors on a single model, grounded in the theory of planned behavior. Limited study has analyzed religiosity and other factors in context with a Muslim majority population. This study is a preliminary effort to understand the Muslim consumer food purchase behavior inadequately investigated by the consumer researcher.

Keywords: religiosity; western imported food; theory of planned behavior; Muslim consumers; consumer buying motive (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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