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

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Listed:
  • 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)

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.

Suggested Citation

  • Faheem Bukhari & Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Riaz Hussain Soomro & Zahid Ali Channar, 2020. "Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products," Sustainability, MDPI, vol. 12(1), pages 1-22, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:1:p:356-:d:304357
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