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

Sustainability

ZahidAli Channar¹  Faheem Bukhari²  RizwanRaheem Ahmed³  Saima Hussain⁴  RiazHussain Soomro⁵  Dalia Streimikiene⁶ 

[1] Department of Business Administration, Sindh Madressatul Islam University, Karachi 74000, Pakistan;Faculty of Business Administration, IQRA University, Defense view Shaheed-e-Millet Road (Ext), Karachi 75500, Pakistan;Faculty of Management Sciences, Indus University, Karachi 75300, Pakistan;Faculty of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, SZABIST 90, Block 5, Clifton Karachi 75600, Pakistan;Institute of Health Management, Dow University of Health Sciences, Karachi 74200, Pakistan;Institute of Sport Science and Innovations, Lithuanian Sports University, Kaunas 44221, Lithuania;

关键词: religiosity;    western imported food;    theory of planned behavior;    muslim consumers;    consumer buying motive;   

DOI  :  10.3390/su12010356

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown