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.
Highlights
Religion is documented as an essential factor that profoundly influences consumer buying decisions [1]
The construct of social class was investigated, with no association found with the consumer buying intention for western imported food in Pakistan
Even though prices are on the higher side compared to local food products, western imported food is making inroads into Pakistani food purchasing behavior
Summary
Religion is documented as an essential factor that profoundly influences consumer buying decisions [1]. Studies examining the effect or impact of religion on consumer behavior are based on two aspects: religious affiliation and religiosity [2,3]. By 2050, there will be nearly as many Muslims as Christians in the world [8]. This rapid increase of the global Muslim population indicates an opportunity for researchers to investigate more about Islam and Muslim consumers’ behavior in various contexts such as food consumption. Investigation of Islamic consumption patterns may add value to the academic literature on consumer behavior [9]
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