Heliyon 9 (2023) e20358

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Heliyon
journal homepage: www.cell.com/heliyon

Consumers’ purchase decision in the context of western imported

food products: Empirical evidence from Pakistan
Faheem Bukhari a, Saima Hussain b, Rizwan Raheem Ahmed c, *,
Khurram Ali Mubasher a, Meer Rujaib Naseem a, Muhammad Rizwanullah a,
Fouzia Nasir d, Faiz Ahmed e
a
Iqra University, Defense View Shaheed-e-Millet Road (Ext), Karachi, 75500, Pakistan
b
Department of Business Administration, Karachi School of Business and Leadership, Karachi, 74800, Pakistan
c
Faculty of Management Sciences, Indus University, Gulshan-17, Karachi, 75300, Pakistan
d
Department of Business Administration, KASB Institute of Technology, Karachi, 74400, Pakistan
e
Department of Public Administration, University of Karachi, 75270, Pakistan

A R T I C L E I N F O A B S T R A C T

JEL classification: It is essential to identify consumer purchase behavior to establish and implement effective
C12 marketing strategies by Western food chains in Pakistan. By identifying motives, firms can offer
D12 extra-value products to their current and potential clients. Thus, this study seeks to understand
M3
what drives Pakistani consumers to buy imported Western food. This quantitative study uses A
Keywords: standardized structured questionnaire to collect data from 375 Karachi residents. The researchers
Consumer purchase decision
use a convenient sampling strategy and analyze the data using PLS-SEM modeling through Smart-
Consumer behavior
PLS 4.0. The findings of this research demonstrate that subjective norms, religiosity, product
Product attributes
Lifestyle attributes, brand trust, customer satisfaction, and lifestyle significantly and positively influence
Western imported food consumer purchase intention. The findings also show that consumer purchase intention, lifestyle,
Religiosity and subjective norms significantly and positively correlate with purchase behavior. Finally, the
Brand trust study concludes that purchase intention significantly and positively mediates between exogenous
Subjective norms and endogenous variables (purchase behavior). This research has significant theoretical and
PLS-SEM modeling managerial implications. Local and international marketing professionals who wish to investigate
the expanding consumer market in Pakistan can find the study’s findings extremely useful. In
addition, the outcomes of this research enrich the existing body of consumer behavior literature,
which is helpful for future researchers.

1. Introduction

An organization aims to develop and offer a product or a service with added value. Therefore, it is crucial to understand consumers’
preferences and motives [1,2]. Investing in marketing helps organizations achieve their sales revenue and desired market share, but
progressive organizations still need help identifying the right consumer preferences. To provide a unique product, comprehending the
target consumers’ preferences is essential [3]. The Asian subcontinent, including Pakistan, is experiencing a rising food consumption
trend that entices Western food producers to explore such consumer markets. Pakistan is witnessing a significant increase in the

* Corresponding author.
E-mail address: rizwan.raheem@indus.edu.pk (R.R. Ahmed).

https://doi.org/10.1016/j.heliyon.2023.e20358
Received 3 June 2023; Received in revised form 14 September 2023; Accepted 20 September 2023
Available online 21 September 2023
2405-8440/© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license
(http://creativecommons.org/licenses/by/4.0/).
F. Bukhari et al. Heliyon 9 (2023) e20358

consumption of imported Western food, despite being an agricultural nation with abundant food production and 97% of the population
adhering to Islam [4]. While there is evidence of a gradual increase in the import of Western food products, expenditure on imported
items remains substantial. In 2018, Pakistan imported a staggering $1.37 billions of food items, including coffee, vegetables, and
canned goods [5]. Additionally, the State Bank of Pakistan reported an increase in food imports totaling $21.3 billion. These data
confirm Pakistan’s preference for and consumption of imported foods from the West. Consumers spent 49.9 million US dollars on
imported food products in 2017 and 75 million in 2018, indicating a 67% increase in preference for imported Western foods [6]. The
government will spend nearly $313 in 2018 importing vegetable oil, pulses, tea, coffee, and chocolates [3,5]. The massive growth and
preference for Western imported food items reflect that Muslim consumers are not directly adhering to the religious perspective of
moderate spending and are willing to spend on imported food items [5,7]. Moreover, the increase in urban population, education level,
socioeconomic class shift, supermarket culture rise, acceptance, exposure, and awareness of Western imported food confirm con­
sumers’ preference for such products [6,8]. Despite the availability and recognition of local food products, Pakistan remains a sig­
nificant market for imported food products, with the government and its consumers eagerly embracing them [4,9,10]. Additionally,
the Western world, particularly the Australian government and food producers, has demonstrated a strong desire to investigate an
Asian subcontinent nation such as Pakistan, where the consumption and preference for imported food have increased and grown over
time [1,3,4].
The study aims to identify the key characteristics influencing Pakistani consumers’ purchasing decisions when buying imported
Western food products. The researchers collect and analyze data related to the consumer behavior of Pakistani consumers. The insights
gained from this study can help firms make more informed decisions about product development, pricing, and marketing strategies to
meet Pakistani consumers’ needs and preferences. The study’s primary objective is to evaluate the factors influencing customers’
purchasing intention about imported Western food goods. The researchers are interested in determining whether there is a correlation
between product attributes, trust in the brand, consumer satisfaction, religious belief, and purchase behavior and intention. They also
aim to evaluate the mediation impact of subjective norms and lifestyle between product attributes, brand trust, customer satisfaction,
and religiosity factors contributing to the purchase intention leading to the purchase behavior of Muslim consumers. Through survey
data, the research empirically proves that product qualities, subjective norms, brand trust, religiosity, and customer happiness
determine buying intention, ultimately leading to purchase behavior. The significance of the study in both academic literature and
clinical application is supported by the lack of previous studies from populations with a Muslim majority and their desire for foods
imported from the West. Determining the specific factors contributing to Pakistani consumers’ acceptance and support of Western food
brands would add value to the existing body of research on Muslim consumer behavior [3,8].
The primary purpose of this research is to determine whether there is a correlation between the previously stated criteria and
consumers’ shopping habits. The findings of this study would be beneficial to international food exporters and producers who seek to
explore and engage in the Pakistani market since it will help them to execute a marketing and brand strategy following consumer
requests [8–10]. It will allow them to capitalize on the opportunities presented by the Pakistani market. The significance and novelty of
the study have several folds as this research article provides a novel conceptual framework, and future researchers might replicate this
conceptual model in different regions of the globe and sectors of industries [11]. The market practitioners could also benefit from the
study and make effective strategies to promote their food products in Islamic countries. This study will benefit developing nations by
examining the reasons behind purchasing imported foods from the West. The in-depth analysis would aid local businesses in refining
their product and marketing strategies to enhance all local brands [12]. Since most studies in a similar context are conducted in
Western countries, obtaining consumer data from a Muslim-majority country and a developing nation like Pakistan can add exciting
facts and information to the existing literature on consumer purchasing behavior [11–13]. In addition, considering the level of con­
sumer awareness, the local government’s support, and Western food producers’ desire to explore this market, there is a strong case for
conducting this research on local food products [11].
The paper comprises section two, which presents a literature review, and section three, which outlines the paper’s methodology.
Section four details the results and findings, while the remaining sections of the paper focus on discussions, conclusions, implications,
limitations, and suggestions for future studies.

2. Literature review

2.1. Theory underpinning – consumer behavior theory (CB-theory)

Consumer behavior theory (CB theory) studies how customers choose which goods or services to purchase, how they use and
dispose of them, and how they assess their general level of satisfaction with the purchasing process. CB theory assumes that consumers
are active agents seeking information and making decisions based on their needs, goals, and values rather than merely passive re­
cipients of marketing messages. Fishbein and Ajzen [14] introduced the theory of reasoned action (TRA), which served as the foun­
dation for consumer behavior theory. The TRA is a psychological model that accounts for and forecasts conduct regarding attitudes and
arbitrary standards. It contends that a person’s actions are a product of their intention to carry out such actions, which is, in turn,
impacted by their attitude towards those actions and the subjective norms attached. To extend this theory, Ajzen [15] proposed a more
complex explanation of consumer behavior known as the theory of planned behavior. This hypothesis considers attitudes about a
product, perceived behavioral control (i.e., how much power they feel they have about buying and using the product), and subjective
norms to impact customers’ intentions to acquire a product (i.e., the extent to which they feel pressure from others to buy or not buy
the product). Along with these beliefs, several psychological, social, and personal characteristics like age, income, and lifestyle can
affect consumer behavior, including perception, motivation, and learning. Overall, consumer behavior theory research aims to

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comprehend the intricate and diverse process of how consumers choose what to buy, why, and how they gauge their level of pleasure
with those choices. Understanding these elements can help marketers and companies tailor their goods and services to the demands
and preferences of their target market more effectively, thereby increasing success and profitability.

2.2. Product attributes

Developing a brand’s distinctive identity relies on product attributes that help customers choose a specific product. Various factors
impact consumer buying behavior, including the taste and ingredients of a product [13,16]. Product packaging is a crucial factor that
influences consumer behavior when it comes to food product purchases. Researchers have conducted numerous studies on the in­
fluence of product attributes on consumer behavior, highlighting tangible and intangible product elements, including labeling, taste,
country of origin, usability, and aesthetics [9,10]. The attributes of imported food brands directly impact consumer buying behavior.
Arsil et al. [17] conducted a study on consumer preferences in Malaysia, which affirmed that consumers are attracted to packaging and
look for taste, labeling, and country of origin, mainly the halal logo. In contrast, Kumar and Kapoor [18] emphasized the importance of
product labeling as a complement to product attributes, enabling consumers to read about the product and persuade them to purchase
it. Nguyen and Wismer [19] also stressed the importance of product decisions and their association with consumer buying decisions.
Research further indicates a significant and favorable correlation between buyers and their willingness to pay a premium price for
sustainable food attributes [8,20]. After considering the perspectives of numerous scholars, we have developed the following
hypothesis.
H1. Product attributes are significantly and positively associated with consumer purchase intention.

2.3. Brand trust

Consumers play an imperative role in the food segment, and trust is essential, as it dramatically influences their purchase decision.
Trust is embedded with prior user experience, brand name, communication, country of origin, and ingredients [21,22]. Ngo et al. [23]
believe that trust is based on the product’s attributes that satisfy the customers’ needs and convince them to stay loyal to the food
brand. Barjian et al. [24] suggest that consumer purchase decisions are strongly linked to brand trust. Several authors have established
a positive association between prior purchase, food brand name, country of origin, packaging, labeling, ingredients, halal logo, as well
as overall product functionality, and the development of consumer trust leading to purchase decisions [8,10,11,13,25–27]. Therefore,
we formulate the following hypothesis in light of the preceding discussion.
H2. Brand trust is significantly and positively associated with consumer purchase intention.

2.4. Customer satisfaction

Marketers aim to keep their customers satisfied as they understand that satisfied customers are critical assets. Keeping customers
happy persuades marketers to offer more value within the product proposition. Li et al. [22] proved a positive association between
consumer purchase intentions and customer satisfaction. Factors like efficacy, performance, quality, price, and ingredients that
directly impact consumer purchase decisions also enhance customer satisfaction, as put forward by Suchánek and Králová [27].
Consumer spending on food products also directly influences consumer satisfaction [13,28]. Additionally, customer satisfaction relates
to the value-added proposition, production standards, brand name, and country of origin, which enhances overall customer satis­
faction and usage [29–31]. Based on the preceding discussion, the following hypothesis is formed.
H3. Customer satisfaction is significantly and positively associated with consumer purchase intention.

2.5. Religiosity

Researchers have conducted much research over the last two years on the relationship between religious doctrine and customers’
purchase choices [4,8]. Religion and the extent of individual bouts of religiosity play a very significant role in shaping someone’s
choice towards purchasing, especially in the food sector, where most people follow the same religion, Islam, which impacts their
buying decisions [28,32]. Since religiosity plays a crucial role in a customer’s buying behavior, it is essential to understand and explore
its relationship [33,30]. Therefore, the studies shed prominent light on the subject in this aspect. Muslim buyers aim more towards
buying in the Islamic way, and their loyalty to their religion is seen when they decide upon food products, as they have to ensure it is
halal [3,28,34]. An exploratory and qualitative study in this field claimed that a country whose inhabitants are mainly Muslims had
determined religiosity as one of the main drivers of their buying behavior, especially in food [21,29]. Another study focused on
Pakistani Muslims and their buying behaviors before Western food. It showed that the importance of religion, family background, and
loyalty to Islam is very prominent when they buy something from it [5,31]. In other research, it was also seen that the connection
between religiosity and the decision to purchase could be more evident [32,35]. The study’s respondents claimed that they tend to
strive towards Western imported food goods and make their choices based on their lifestyle, health, likes and dislikes, economic status,
salary, country background, awareness of the brand, and exposure to foreign products [13,33,21,35]. The findings of the study have
prompted additional research into the relationship between religiosity and consumer spending, leading to the formulation of the
following hypothesis.

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H4. Religiosity is significantly and positively associated with consumer purchase intention.

2.6. Lifestyle

Researchers have conducted a study in China to examine the influence of lifestyles on people’s buying and purchasing decisions for
domestic and foreign food goods [5,31]. The study found three lifestyles influencing customer behavior: the experiencers, the
risk-takers, and the traditionalists. These qualities in a customer can be considered the characteristics of their personalities from a
Western perspective. Therefore, it is essential to explore and assess the cross-cultural factors of customer qualities [9,21,30]. The study
also found that risk-takers and traditionalists were inclined to purchase imported food [29,32]. Another study has shed light on the
model that links food with lifestyle, which includes five behaviors, such as the reasons for buying, the pattern of consuming, the
methods of purchasing, the quality factor, and the approaches to cooking [32,35]. Nair’s research [35] found that a food-based lifestyle
improves the connection between lifestyle, health outcomes, and functional food consumption. According to the study, rational,
uninvolved, conservative, adventurous, and careless consumers exist based on their food-based lifestyles [5,13,34]. Interviews showed
that about half of the respondents, around 54 out of 90, believed that their lifestyle significantly impacted their purchasing decisions,
especially for healthy food. Meanwhile, some respondents, around 12 out of 90, said that their purchasing decisions were based on
what they had in mind, regardless of their lifestyle [8,13,36]. In conclusion, the participants emphasized the probable relationship
between lifestyles and consumer purchasing decisions, which leads to the formulation of the following hypotheses.
H5. Lifestyle is significantly and positively associated with consumer purchase intention.
H6. Lifestyle is significantly and positively associated with purchase behavior.

2.7. Subjective norms

Various aspects impact consumer purchase decisions, and the role of colleagues, friends, and family is equally important. Every
individual seeks social approval, influencing their decisions and convincing consumers to decide based on others’ perceptions [4,37].
However, prior studies should have incorporated the importance of subjective norms in consumer buying behavior [15,19,37]. On the
other hand, some studies have emphasized the notion of subjective norms and their direct influence on consumer buying behavior [20,
38]. In their study, Bai et al. [39] confirm that peers, colleagues, and family influence Chinese consumers’ buying behavior. Giampietri
et al. [40] have proved in one of their studies the influence of the wife, husband, children, and other related family members on
consumers’ purchase decisions. It signifies that subjective norms and prior approval from peers and family significantly impact
consumers’ buying behavior [8,13,33]. Based on the previous discussion, the research proposes the following hypotheses.
H7. Subjective norms are significantly and positively associated with consumer purchase intention.
H8. Subjective norms are significantly and positively associated with purchase behavior.

2.8. Purchase intention and purchase behavior

Customers’ intentions to purchase goods or services are crucial in determining their buying behavior [26,41,42]. Therefore,
purchase intention is a significant focus in marketing literature [39,25], as it is directly linked to customer behavior [13,22,30].
Purchase intention plays a crucial role in driving customers to buy a product from the market [2,12,35] repeatedly, and it is an
essential factor in customer retention [3,42,43]. Extrinsic factors, such as brand name, price, and convenience, significantly influence
customers’ purchase intentions [3,42,43]. These findings and literature show that purchase intention strongly influences buying
behavior [9,12,28]. As a result, further research is necessary, and the following hypothesis is proposed.
H9. Consumer purchase intention is significantly and positively associated with purchase behavior.

2.9. Hypothesized mediating relationship

Several studies have endorsed that purchase intention can mediate the relationship between exogenous and endogenous variables
such as Brand trust, Religiosity, Lifestyle, Subjective norms, brand trust, Product attributes, and purchase behavior [13,44–46]. Hence,
besides the direct hypothesized relationship of the considered construct, there is also an indirect (mediation) hypothesized rela­
tionship. Based on this, the following hypotheses have been formulated.
H10(a). Purchase intention significantly mediates between Brand trust and Purchase behavior.
H810(b). Purchase intention significantly mediates between Customer satisfaction and Purchase behavior.
H810(c). Purchase Intention significantly mediates between Lifestyle and Purchase behavior.
H810(d). Purchase Intention significantly mediates between Product attributes and Purchase behavior.
H10(e). Purchase intention significantly mediates between Religiosity and Purchase behavior.
H10(f). Purchase Intention significantly mediates between Subjective norms and Purchase behavior.

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2.10. Proposed Conceptual Framework of the study

Based on previous literature and discussions, we have proposed and hypothesized the following conceptual framework, shown in
Fig. 1 and derived from the previous studies [2,4,5,8,9,13,15,18,37,21–24,33,39,40,26–32,36,45,46].

3. Material and method

3.1. Research design

In our quantitative study, we analyze the results using a well-structured survey questionnaire adapted from previous literature to
examine the relationship between the proposed variables. We have written the questionnaire in English, Pakistan’s second most widely
spoken language [4,29]. The questionnaire comprises two interconnected sections. In the first section, we ask participants about their
demographic profiles, including age, income level, education, gender, and occupation. The second section of the research instrument
uses a five-point Likert scale to ask questions about product attributes, subjective norms, brand trust, customer satisfaction, religiosity,
lifestyle, and purchase intentions. We have developed the research instrument from previous research papers, and Appendix I provides
the indicators and citations.

3.2. Pre-testing or pilot study

The researcher has followed a strict methodological approach, which includes ethical considerations, to ensure the accuracy and
reliability of the study. Informed consent has been obtained from every participant before proceeding with the data collection process.
The researcher has scanned previous research papers and selected questions that best fit the research objectives to develop the
questionnaire [47–49]. After completing the questionnaire, the researcher conducted a pre-test with one industry and subject expert to
ensure the correctness of the survey questions. The pre-test results revealed some critical points, and the researcher addressed the
issues before proceeding to the pilot testing phase. Fifty respondents, including professionals, homemakers, and university students,
participated in the pilot study. The pilot testing results have been appropriate, with a Cronbach value greater than 0.6, ensuring
questionnaire reliability [50]. As Yin has suggested, the insights gathered during the pilot study have been used to fine-tune the
survey’s question sequence.

3.3. Data collection method and sampling strategy

In the study, 375 male and female professionals filled out the structured questionnaire, representing an 83% response rate out of
384 respondents. The prior informed consent was obtained from the participants of the study. The study’s ethical approval was granted
by the Office of Research - Human research ethics committee of the University of Southern Queensland, Toowoomba, Australia
(approval number: H16REA237, dated: October 14, 2016, the copy of ethical approval is attached in supplementary material). The
structured questionnaire collects data from educated customers older than 18 years old, and the sample size adheres to the parameters
established by Hair et al. [51], Ahmed et al. [29], and Hair et al. [52], as the sample size is at least 300. To collect responses, the
researchers approached respondents at various periods in the Western food court of shopping malls in Karachi, Pakistan, particularly
on weekends. The data collection for this study occurs from March 15, 2022 to July 20, 2022, in Karachi, the largest metropolis in
Pakistan. The researchers have gathered the data using a mall-intercept methodology from Dolmen Mall, Lucky Mall, Awami Markaz,

Fig. 1. Proposed conceptual framework of the study.

Source: Previous Literature: [2,4,5,8,9,13,15,18,37,21–24,33,39,40,26–32,36,45,46].

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Naheed Superstore, and Imtiaz Supermarket. Karachi has a population of 30 million and is densely populated, accounting for
approximately 14% of the country’s population. The consumption of Western-imported foods is increasing in Karachi, Pakistan, driven
by the socioeconomic class, awareness, and consumption of imported food products [4,53]. The researchers have utilized convenience
sampling, a nonprobability sampling technique involving the selection of respondents based on specific criteria, such as proximity,
accessibility, or inclination to participate [54,55]. This sampling method benefits researchers because it permits the selection of readily
accessible participants [55,56]. The study has focused on Karachi, Pakistan, and has collected data for a few months.

3.4. Estimation techniques

The researchers have utilized Smart-PLS 4.0 for PLS-SEM modeling in the analysis. PLS examines complex theoretical models that
specify relationships between latent variables and associated indicators. In these models, latent variables are concepts that cannot be
directly measured but can be inferred from observed indicators related to the underlying construct [52]. PLS-SEM helps analyze these
models by enabling researchers to estimate the relationships between latent variables and their indicators while controlling for
measurement error and other sources of variance. It achieves this by breaking down the covariance between the observed indicators
and the latent variables into a direct and indirect effect mediated by other variables in the model. PLS-SEM has an advantage over
traditional SEM because it can handle small sample sizes and non-normal data distributions [55], making it particularly useful in
marketing and management research, where sample sizes are often limited, and data distributions often need to be more regular. The
researchers have employed various statistical techniques in this study, including Bias Testing and Descriptive Analysis, using Harman’s
single-factor test as the standard method variance [57]. They have validated the measurement model using Rotated component
analysis, factor loadings for each indicator, Cronbach’s alpha, Composite reliability, average variance extracted for each construct,
Fornell-Lacker criterion, HTMT, and cross-loading. For the validation of the structural model, they used R-square, F-square, Path
coefficient analysis, model fitness, and predictive relevance analysis [58].

4. Results and data analysis

Through the theory of planned behavior, the study has examined how product qualities, brand trust, lifestyle, customer satisfaction,
subjective norm, and religiosity affect buying intention and buying behavior. The quantitative study used 375 respondents and looked
for missing values and outliers. The researchers have removed seventy-five cases due to missing data values [57]. Henseler et al. [58]
have distinguished the common factor and composite models, focusing on the PLS-SEM method’s capabilities as imitators to the
CB-SEM method. Both methods evaluate the measurement and structural models using two techniques [51,59,60]. The current
research has utilized 375 responses, which is different from the requirement of CB-SEM, which requires a high dataset. The sample size
is a vital concern in the CB-SEM technique as it can affect the valuation of the considered model’s parameters and its ability to fit the
dataset [60]. A larger sample size produces more precise parameter estimates and a better model-data fit [51,61]. Therefore, the study
has limitations in using PLS-SEM, the only option due to the shorter sample [55]. However, if a framework has seven or more complex
relationships, the 375 responses are enough to analyze the data using PLS-SEM through Smart-PLS 4.0 software. In addition, this
research aims to develop a theory through predictive analysis, so the researchers have chosen PLS-SEM to evaluate the framework’s
explanatory power [52,62]. The researchers have employed several statistical techniques, such as Bias Testing and Descriptive
Analysis, to validate the measurement model. They have also used Rotated component analysis, factor loadings for each indicator,

Table 1
The demographic profile of the survey participants.
Category Attribute Count of Participants Percentage of Respondents

Gender Male Candidate 190 51

Female Candidate 185 49
Age 18–24 225 60
25–35 89 27
36–45 50 13
46–55 07 02
55+ 04 01
Academic qualification (Undergraduate) Bachelors 200 53
(Postgraduate) Masters 162 43
PhD 13 3
Monthly salary in Pakistani rupees Less than 40,000 10 02
40,001–64,000 60 16
64,001–150,000 213 57
150,001–250,000 85 23
250,001 + 07 02
Employment status Permanent 208 55
Part-time 19 5
Freelance/Business 37 10
seeking employment 114 30
Marital Status Single 210 56
Marital status Married 165 44

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Cronbach’s alpha, Composite reliability, average variance extracted for each construct, Fornell-Lacker criterion, HTMT, and
cross-loading for the same purpose. For the validation of the structural model, they used R-square, F-square, Path coefficient analysis,
model fitness, and predictive relevance analysis [58].

4.1. Demographic profile of respondents

The findings of Table 1 shows that the total sample comprised 51% male participants. Individuals aged 18 to 24 represented 60% of
the sample, and approximately 57% of participants earned a monthly wage between PKR 64,001 to 150,000 (equivalent to US$ 364 to
850). Individuals with a bachelor’s degree have the highest levels of education, comprising 53% of the sample, followed by those with
a master’s degree at 43% and individuals with a Ph.D. at 3%. The sample includes 56% unmarried individuals, and more than 50% of
the respondents are full-time employees. Table 2 demonstrates the frequencies and percentages of various behavioral characteristics,
including the frequency of procuring imported western food items, the categories of imported western food items procured, the fre­
quency of purchase location, and the primary grocery shopper within the family.
Table 2 presents the behavioral profile of survey respondents purchasing imported Western foods. The data indicates that 53% of
the sample population purchases imported Western cuisines. Chocolates are the most frequently purchased among the imported
Western food categories, with 49% of respondents reporting regular purchases. Moreover, fresh juices, cereals, dairy products, and
vegetable oil are also popular, with 30%, 25%, 21%, and 18% of respondents reporting regular purchases of these items. Importantly,
chocolates were the most frequently imported product from the West, accounting for nearly half of all imports. The survey reveals that
supermarkets had a 74% response rate and were the most popular location for purchasing imported Western foods. Furthermore, most
respondents (57%) reported that their parents oversaw grocery purchasing for the family. These findings offer valuable insights into
consumers’ purchasing patterns and preferences regarding imported Western foods.

4.2. Statistical analysis

4.2.1. Bias Testing and Descriptive Analysis

The researchers analyzed the data entered and coded in SPSS 26 for outliers using the multivariate outliers’ test of Mahalanobis’
distance (MD). They found no outliers based on the threshold of 26.13 for eight variables. Descriptive statistics in Table 3 show that the
standard deviation, skewness, and kurtosis values of each summated scale are within ±1.5 and ± 3, respectively, confirming the
normality of the data. Normality is a prerequisite for using the CB-SEM-based multivariate approach, but in PLS-SEM, normality is not
required [55,61].

4.2.2. Common method Bias Testing

The researchers have used Harman’s single-factor test to examine the standard method variance. They assessed the non-rotated
explanation to conclude the number of constructs required to account for the variance of constructs [62,63]. If single construct ac­
counts for most of the covariance among the measures, it concludes that a significant amount of common bias exists [64,65]. The
researchers have found that the considered dataset has common method bias because the variance explained increased by 50%.

Table 2
Respondent’s Behavioral attributes.
Categories Frequency of categories Percentage
Item

Shopping Frequency Weekly 52 14%

Fortnightly 70 19%
Monthly 198 53%
Quarterly 30 8%
Semi-annually 25 7%
Product categories Chocolates 93 25%
Baby products 20 5%
Biscuits 21 6%
Cereals 46 12%
Dairy products 38 10%
Fresh juices 55 15%
Honey 9 2%
Ice creams 24 6%
Imported Fish 10 3%
Vegetable oil 59 16%
Imported food retail location Convenience store 45 12%
General store 41 11%
Supermarket 272 73%
Wholesale market 17 5%
Household food shopper Parents are shopper 90 24%
Joint Shoppers (Self & Spouse) 212 57%
Self as a Shopper 73 19%

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Table 3
Descriptive statistics.
Factors N Mean Std. Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Brand Trust 375 3.78 1.078 − 0.895 0.081 0.291 0.164

Customer Satisfaction 375 3.77 1.076 − 0.816 0.083 0.196 0.162
Life Style 375 3.83 1.107 − 0.956 0.081 0.317 0.161
Product Attribute 375 3.88 1.012 − 0.987 0.081 1.022 0.162
Purchase Behavior 375 3.97 1.122 − 0.968 0.083 0.277 0.164
Purchase Intention 375 3.83 1.059 − 0.936 0.081 0.544 0.162
Religiosity 898 3.94 1.104 − 0.952 0.083 0.336 0.161
Subjective Norms 898 3.87 1.084 − 0.942 0.081 0.403 0.162

However, Table 4 demonstrates that the considered dataset does not have common method bias because one factor explains only
38.504% of the total variance, which is less than the cut-off value of 50% [63].

4.3. Results of PLS-SEM modeling

After the preliminary dataset evaluation using SPSS 26, the next step is to evaluate and validate the measurement and structural
models through PLS-SEM. The first step in PLS-SEM is to validate the considered measurement model [55].

4.3.1. Measurement model

The researchers have used factor loading of items, Cronbach’s alpha, composite reliability, and average variance extracted for
constructs to validate the measurement model in PLS-SEM for the validity and reliability of items and constructs. They have established
convergent validity between the observed and unobserved variables and discriminant validity between the constructs using the
measurement model presented in Fig. 2 [58,60]. The researchers used the Fornell-Larcker criterion and HTMT analysis to evaluate
discriminant validity.
Validity and Reliability of the Data: We tested the reliability of the data using Cronbach alpha and composite reliabilities [62], and
the values surpassed the threshold values. Table 5 shows that all constructs have composite reliabilities above 0.80 and Cronbach alpha
above 0.70. We have verified the model’s convergent validity through the average variance extracted, which is above the threshold of
0.50 for all the constructs [66].
Outer Loading Matrix: During the factor analysis, The researchers removed items with low outer loading <0.60 or high cross-
loadings>0.40, particularly from purchase behavior and product attributes [57]. The remaining items in factor analysis have outer
loadings greater than 0.60 [67]. Table 6 displays the items selected for construct validity, which confirms the existence of eight
variables in the conceptual framework [52,57].
Fornell-Larcker criterion: The researchers validated the discriminant validity of constructs by assessing the Fornell-Larcker cri­
terion. Table 7 shows that the square roots of each construct’s AVEs are more significant than their correlation with any other
construct.
Heterotrait–Monotrait (HTMT) Ratio: The findings of Table 8 demonstrate the outcomes of the Heterotrait–Monotrait (HTMT)
ratio, which also validates the discriminant validities of constructs. According to Henseler et al. [58], the values of the HTMT matrix
are less than 0.85 [51]. Thus, the discriminant validities of constructs are again validated. Hence, the measurement model is validated
using PLS-SEM modeling [67].

4.3.2. Structural model

The second stage in PLS-SEM is to validate the structural model; for this purpose, we have used variance inflation factor (VIF),
coefficient of determination (R2), F-square values, path coefficient analysis, predictive relevance (Q2), and overall fitness of the
considered model [59,60].
Variance Inflation Factor (VIF): The researchers have opted to test the data biases through inner VIF values. The inner VIF values
are less than the benchmark of 3.3. Hence, Table 9 represents the absence of data biases [51,52].
Coefficient of determination (R2) and Effect sizes (F2): The value of the coefficient of determination adjusted R-square denotes the
variation in the purchase intention caused by independent variables and purchase behavior caused by purchase intention. The values
are close to 0.50, indicating a moderate level of impact contributed by the independent and intervening variables toward their

Table 4
Sampling adequacy and harman single factor.
Comp. Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of variance Cumulative % Total % of variance Cumulative %

1 32.193 38.504 38.504 32.193 38.504 38.504

Extraction method: principal component analysis.

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F. Bukhari et al. Heliyon 9 (2023) e20358
Fig. 2. Measurement model of the study.
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Table 5
Validity and reliability of the constructs.
Constructs Cronbach’s alpha Composite reliability (rho_a) Composite reliability (rho_c) The average variance extracted (AVE)

Brand Trust 0.870 0.872 0.921 0.795

Customer Satisfaction 0.808 0.814 0.887 0.723
Lifestyle 0.781 0.782 0.873 0.696
Product Attribute 0.718 0.733 0.816 0.501
Purchase Intention 0.769 0.774 0.853 0.592
Purchase Behavior 0.784 0.800 0.863 0.615
Religiosity 0.839 0.888 0.888 0.667
Subjective Norms 0.715 0.723 0.823 0.540

Table 6
Outer loading matrix.
Brand Trust Customer Lifestyle Product Purchase Purchase Religiosity Subjective
Satisfaction Attribute Intention Behavior Norms

BT1 0.860
BT2 0.911
BT3 0.902
CUS1 0.845
CUS2 0.830
CUS3 0.874
LIFE1 0.789
LIFE2 0.840
LIFE3 0.871
PA1 0.728
PA2 0.630
PA3 0.811
PA4 0.604
PA5 0.647
PB1 0.604
PB2 0.827
PB3 0.850
PB4 0.829
PI1 0.779
PI2 0.789
PI3 0.818
PI4 0.686
REL1 0.848
REL2 0.873
REL3 0.853
REL4 0.678
SN1 0.710
SN2 0.724
SN3 0.679
SN4 0.819

Table 7
Fornell-larcker discriminant validity.
Brand Customer Life Product Purchase Purchase Religiosity Subjective
Trust Satisfaction Style Attribute Intention behavior Norm

Brand Trust 0.891

Customer 0.606 0.850
satisfaction
Life Style 0.205 0.275 0.834
Product attribute 0.502 0.499 0.237 0.688
Purchase intention 0.570 0.588 0.320 0.505 0.770
Purchase Behavior 0.583 0.591 0.300 0.491 0.757 0.784
Religiosity 0.218 0.111 0.060 0.097 0.250 0.201 0.817
Subjective Norm 0.405 0.422 0.135 0.449 0.457 0.428 0.212 0.735

respective dependent variables [58]. Furthermore, F-square values exceed 0.15. The values of F-square demonstrate the strength of
impact on dependent variables caused by the independent [67]. In Table 10, product attributes, brand trust, customer satisfaction, and
religiosity strongly influence purchase intention.

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Table 8
Heterotrait–Monotrait (HTMT) ratio.
Constructs BT CS LS PA PI PB REL SN

Brand Trust 1.000

Customer Satisfaction 0.721 1.000
Life Style 0.249 0.343 1.000
Product Attribute 0.630 0.652 0.317 1.000
Purchase Intention 0.693 0.744 0.403 0.674 1.000
Purchase Behavior 0.699 0.734 0.376 0.642 0.845 1.000
Religiosity 0.250 0.126 0.099 0.120 0.288 0.235 1.000
Subjective Norms 0.511 0.544 0.183 0.625 0.611 0.570 0.268 1.000

Table 9
Inner VIF values.
Brand Trust Customer Satisfaction Life Style Product Attribute Purchase Behavior Purchase Intention

Brand Trust 1.805

Customer Satisfaction 1.819
Lifestyle 1.114 1.099
Product Attribute 1.582
Purchase Behavior
Purchase Intention 1.383
Religiosity 1.078
Subjective Norm 1.265 1.399

Framework testing through Path Analysis: Smart-PLS 4.0 uses SEM (structural Equation Modeling) for path analysis by boot­
strapping 5000 sub-samples [29,52] and testing the final hypothesis in Fig. 3. The path coefficients and acceptance of the hypothesis
are depicted in Table 11. The path model in Fig. 3 and analysis in Table 11 verifies the direct relationship between brand trust,
customer satisfaction, product attribute, subjective norm, lifestyle, and religiosity toward purchase intention leading to purchase
behavior. Lifestyle and subjective norms influence purchase behavior statistically. The individual impact suggests that purchase
intention has the most decisive influence on purchase behavior, i.e., β = 0.688, T = 26.74 & P = 0.000. In contrast, customer satis­
faction has the second most substantial influence on purchase intention with β = 0.267, T = 6.33 & P = 0.000. Similarly, brand trust
significantly and positively influences purchase intention with β = 0.219, T = 6.07 & P = 0.000; however, lifestyle has the lowest
influence on purchase behavior with β = 0.066, T = 2.33 & P = 0.020. Hence, H1 to H9 are substantiated because T>±1.96 and P <
0.05.
Table 12 further signifies the indirect impacts of purchase intention on the relationship between product attributes, brand trust,
customer satisfaction, religiosity lifestyle, subjective norms, and purchase behavior (dependent variable). Hence, Table 12 shows that
purchase intention significantly influences product attributes, brand trust, customer satisfaction, and religiosity purchase behavior.
The indirect path verifies the existence of intention leading to the behavior. The findings of Table 12 demonstrate that purchase
intention has the highest mediating impact between customer satisfaction and purchase behavior with β = 0.184, T = 6.00 & P =
0.000, and second highest mediating impact between brand trust and purchase behavior with β = 0.151, T = 5.84 & P = 0.000.
However, the purchase intention has the lowest mediation between religiosity and purchase behavior with β = 0.082, T = 4.56 & P =
0.000. Hence it is finally concluded that hypotheses H10(a) to H10(f) are substantiated because T>±1.96 and P < 0.05.
Predictive Relevance (Q2): The findings of Table 13 demonstrate the predictive relevance or Stone-Geisser (Q2) of endogenous
constructs, for instance, lifestyle, subjective norms purchase behavior & purchase intention, and their respective exogenous constructs,
which shows moderately high [58,62]. Thus, it again validates the structural model.
Model Fit Indices: The researchers have examined the framework hypothesis by conducting principal component analysis in the

Table 10
Coefficient of determination (R2) and F-Square.
R Square R Square Adjusted

Purchase Behavior 0.585 0.584

Purchase Intention 0.499 0.496
F-Square Effect Sizes
Purchase Behavior Purchase Intention
Brand Trust 0.353
Customer Satisfaction 0.178
Life Style 0.459 0.223
Product Attribute 0.454
Purchase Intention 0.826
Religiosity 1.523
Subjective Norm 0.451 0.221

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F. Bukhari et al. Heliyon 9 (2023) e20358

Fig. 3. Path analysis of the framework (structural model).

Table 11
Hypothesis testing through path analysis.
Direct Relationship Original sample (β) T Statistics P Values Result

Brand Trust -> Purchase Intention 0.219 6.074 0.000 Accepted

Customer Satisfaction -> Purchase Intention 0.267 6.337 0.000 Accepted
Life Style -> Purchase Intention 0.139 4.688 0.000 Accepted
Life Style -> Purchase Behavior 0.066 2.334 0.020 Accepted
Product Attribute -> Purchase Intention 0.153 4.485 0.000 Accepted
Purchase Intention -> Purchase Behavior 0.688 26.748 0.000 Accepted
Religiosity -> Purchase Intention 0.119 4.614 0.000 Accepted
Subjective Norm -> Purchase Intention 0.143 4.672 0.000 Accepted
Subject Norm -> Purchase Behavior 0.105 3.972 0.000 Accepted

Table 12
Indirect effects of independent variables on dependent variables.
Indirect Original sample (β) T statistics P values
Relationship

CS - > PI- > PB 0.184 6.001 0.000

LS- > PI- > PB 0.095 4.618 0.000
BT- > PI- > PB 0.151 5.849 0.000
SN- > PI- > PB 0.098 4.590 0.000
REL - > PI - > PB 0.082 4.568 0.000
PA- > PI- > PB 0.105 4.439 0.000

Note: BT: Brand Trust; CS: Customer Satisfaction; LS: Lifestyle; PA: Product Attributes; REL: Religiosity; SN: Subjective Norms: PI:
Purchase Intention; PB: Purchase Behavior.

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Table 13
Predictive relevance (Q2).
Factors Predictive Relevance (Q2)

Brand Trust 0.558

Customer Satisfaction 0.431
Lifestyle 0.382
Product Attribute 0.222
Purchase Behavior 0.325
Purchase Intention 0.371
Religiosity 0.452
Subjective Norms 0.240

Smart-PLS 4.0 environment and evaluated the model’s quality using SRMR (Standardized Root Mean Square Residual), D_ULS
(Euclidean Distance), and NFI (Normal Fit Indices) [58]. Table 14 displays the values of the model fit indices that approach the
estimated model’s threshold values, indicating that the model is consistent with the hypothesis testing [52].

5. Discussions

The results of the preceding section indicate a significant and affirmative correlation between consumers’ purchase intentions for
Western food imports and the product’s attributes. Thus, it suggests that consumers prioritize product characteristics when making
purchases [4,8,68]. This finding is consistent with prior research, such as Alemu et al.’s [16] assertion that product attributes such as
packaging, flavor, and freshness substantially affect consumer attitudes toward food products. In addition, Kumar and Kapoor [18]
emphasize product safety as a crucial attribute of food brands that substantially impacts consumer attitudes. Furthermore, Nguyen and
Wismer [19] discover that established views on product labeling and certification substantially affect consumers’ attitudes toward
food products. The study also finds that Muslim consumers consider product attributes essential. They associate quality, healthiness,
color, labeling, flavor, and shape with the product, which can impact their purchasing decisions. Additionally, the study reveals a
direct correlation between the lifestyles of Muslim consumers and their purchase intentions and behaviors for Western imported food
products in Pakistan. Therefore, consumers care about flavor, quality, and a health-conscious lifestyle.
Ricci et al. [25] studied consumer perceptions and awareness of imported food products in Italy. They find that consumers pri­
oritize health and pleasure, which contradicts the quantitative findings of the present study. The correlation between subjective norms
and consumers’ purchasing behavior is more positive and less formal than previously assumed. This finding contradicts the results of
Giampietri et al. [40], who discovered a positive association between subjective norms and consumers’ food-purchasing behavior. Bai
et al. [39] also believe that subjective norms affect food purchases. The present study’s quantitative findings indicate a significant
positive relationship between subjective norms and customer purchasing behavior, consistent with previous literature. The study also
finds that families influence their consumption of high-quality food. In addition, the study examines brand trust and finds a positive
and significant correlation between brand trust and consumers’ purchase intentions. Previous research by Lerro et al. [21] shows that
brand trust is associated with brand image, which reduces the risk for the customer when making a purchase. Therefore, when
consumers have a positive impression of a company’s brand, they are more likely to have faith in it, increasing customer satisfaction
and loyalty. Other studies also report a positive connection between brand image and trust [25,69]. The current study suggests that
Muslim customers trust Western imported food products due to their country of origin, brand name, quality ingredients, and pro­
duction procedures.
Additionally, the Halal label indicating the brand’s trustworthiness is significant to consumers. The study also explores the rela­
tionship between religiosity and buying intentions and finds a positive and significant correlation consistent with previous research.
Previously, Suhartanto et al. [28] pointed out that halal mindfulness and product elements profoundly affect the buying intentions of
Muslims. Good practicing Muslims consider Islam their guide to everything in life, and the Quran communicates significant values in
deciding their attitudes [3,4,13]. This analysis supports earlier research showing that religiosity dominates the link between relative
and contextual characteristics and Muslim consumer purchasing intentions [30,43]. The qualitative interview results suggest Muslims
buy based on religiosity, with the halal label and ingredients being the most critical factors. Finally, the study finds that purchase
intention significantly mediates between product attributes, brand trust, customer satisfaction, and religious purchase behavior,
consistent with previous literature [4,44–46].

Table 14
Overall model fit indices.
Saturated Estimated Threshold
Model Model

SRMR 0.063 0.066 <0.08

d_ULS 1.818 2.050 >0.05
Chi-Square 2140.536 2212.639
NFI 0.907 0.898 >0.90

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F. Bukhari et al. Heliyon 9 (2023) e20358

6. Conclusion

The researchers have illuminated the factors that contribute to the purchase behavior of Muslim consumers in the context of
imported food products. They have identified various influencers, including product attributes, subjective norms, brand trust, reli­
giosity, and customer satisfaction. The findings of the study have demonstrated the importance of understanding Muslim consumers’
unique purchasing behavior and the significant role of religiosity in their decision-making process. Additionally, the study has pro­
vided valuable insights for marketers and food producers, enabling them to devise suitable strategies to target the Muslim community
in emerging markets. The research has contributed to the branding literature by establishing the significance of brand trust and
product attributes in influencing purchase intention in emerging markets. It has also highlighted the importance of halal certification
in the decision-making process of Muslim consumers. The findings indicate that Muslim buyers in Pakistan subconsciously perceive
imported food products as high-quality and healthier options in the local market. Muslim buyers assess Western food products through
the lens of product attributes, brand trust, customer satisfaction, and subjective norms based on their religiosity traits. The study
emphasizes that Islamic marketing and halal food consumption are untapped research areas. The research has identified some major
building blocks of purchase intention in the imported food context, such as product attributes, subjective norms, brand trust, religi­
osity, and customer satisfaction. Furthermore, the study has validated the existence of religiosity, mainly focusing on the dimension of
halal ingredients in food products for the followers of Islam. Finally, the study has confirmed that purchase intention mediates between
exogenous and endogenous variables. Brand trust exists and affects purchase intention in emergent Muslim markets, adding to
branding literature.

6.1. Theoretical implications

This study has significant theoretical implications as it contributes to the body of knowledge in several ways. It develops an
analytical framework to understand the factors that contribute to the purchase intention of Muslim buyers, empirically verifies the
factors affecting the dynamics of consumer behavior, and identifies significant building blocks of purchase intention in the context of
imported food. Because there is a dearth of studies on the purchasing decisions made by Muslim consumers in the context of imported
food products, this research significantly contributes to the existing body of knowledge. The research creates an analytical framework
to understand the elements that contribute to Muslim buyers’ purchase intention in emerging countries and empirically verifies the
factors that affect the dynamics of consumer behavior. Additionally, the research produces an analytical framework to understand the
factors contributing to Muslim buyers’ purchase intention in developed markets. This study aims to investigate the factors that in­
fluence Muslim consumers’ purchasing intentions and behaviors regarding imported food products. The importance of religiosity and
halal certification as critical factors that affect consumer behavior is highlighted throughout the study. In addition, the research
demonstrates confidence in brands and that this trust substantially impacts consumers’ intentions to purchase in rising Muslim
markets. This research can help design tactics based on brand trust and religion that local food providers can utilize to persuade Muslim
consumers to consume more locally produced food.

6.2. Managerial implications

The research findings have significant managerial implications for marketers and food producers who can use them to promote and
differentiate their products based on religiosity and halal certification. Local food suppliers can use this research to devise strategies
based on brand trust and religion, encouraging local food consumption by Muslims. Western marketers in the Muslim world can also
benefit from this study by exploring a diversified market and understanding Muslim consumers’ buying behaviors in the sub-
continental region. Marketers, brand managers, and communication developers can address the needs of Asian consumers in the
context of imported food products by understanding the halal attributes and other quality factors important to Muslim buyers. The
research highlights the significance of brand-building activities, as brand trust significantly impacts purchase intention in the case of
imported food products. Marketers and importers must study the different dimensions of lifestyle that influence food consumption and
purchasing behavior patterns, such as an increase in disposable income, expansion of urban malls, and modernization of grocery retail
outlets. Policymakers and strategy formulators of food-importing businesses can utilize the research findings to enhance conscious
consumers’ awareness by tapping into their religious beliefs and values. The study also brings various opportunities for Pakistani
society, particularly local brands competing with imported brands in the food sector. Local food producers can improve their product
offerings by adding value in product attributes, ingredients, and packaging to meet the benchmarks of imported food products. They
can offer variety through innovative ingredients and healthy options, improving Muslim consumers’ overall quality of life.

7. Limitations and potential areas of future studies

The study conducted by the researchers has identified certain limitations. The study centers on a solitary element of the marketing
mix. It proposes incorporating additional factors into the conceptual framework to examine the purchase intention of Muslim con­
sumers. In order to validate the framework’s credibility, it is suggested that it be tested among Muslim consumers hailing from other
Eastern regions. Furthermore, demographic factors such as urbanization, gender, age, income, and socioeconomic status may be
examined as moderators to augment other aspects of consumer behavior.
Future research may consider classifying religiosity in intra-religious and inter-religious behaviors affecting the purchase decision
of imported food products. Although the current research emphasizes the importance of product attributes, religiosity, brand trust,

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lifestyle, and subjective norms in consumer food purchases, the researchers suggest there is an imperative need to explore the
conscious consumption of imported food products in the context of the Pakistani market. They recommend exploring the role of
nutritional awareness, food security, and product safety in food consumption in Pakistan. Since the study is conducted in a specific
metropolitan city, the researchers suggest that data must be collected from all the major cities of Pakistan to conduct a cross-city
comparison and explore the area in depth. They also note that while the study empirically tests various factors leading to con­
sumer purchase intention, it has a few limitations. For instance, the generalizability of the result may be limited due to the data being
collected from one metropolitan city. Additionally, consumer behavior is ever-changing, and a cross-sectional survey analysis may
need to capture the changes accurately. Therefore, the researchers recommend conducting a longitudinal study with a control group of
respondents to analyze the changing behavior of consumers.

Author contribution statement

Faheem Bukhari: Conceived and designed the experiments; Performed the experiments. Saima Hussain: Analyzed and interpreted
the data; Contributed reagents, materials, analysis tools or data; Wrote the paper. Rizwan Raheem Ahmed: Analyzed and interpreted
the data; Performed the experiments; Wrote the paper. Khurram Ali Mubasher: Performed the experiments; Analyzed and interpreted
the data; Contributed reagents, materials, analysis tools or data. Meer Rujaib Naseem: Contributed reagents, materials, analysis tools or
data; Wrote the paper. Muhammad Rizwanullah: Analyzed and interpreted the data; Contributed reagents, materials, analysis tools or
data. Fouzia Nasir: Performed the experiments; Wrote the paper. Faiz Ahmed: Contributed reagents, materials, analysis tools or data;
Wrote the paper.

Data availability statement

Data included in article/supplementary material/referenced in article.

Declaration of competing interest

The authors declare that they have no known competing financial interests or personal relationships that could have appeared to
influence the work reported in this paper.

Appendix I. Measurement Scaling

Constructs and indicators Citations

PRODUCT ATTRIBUTES Bukhari et al. [8]; Lian and Yoong [9]; Kumar and Kapoor [18]; Singh and
1 Western food is healthful. Verma [37]
2 Fresh imported Western food is valued.
3 Western food tastes good to many.
4 Western imported food uses high-quality ingredients.
5 The halal logo is essential in choosing Western imported food.
LIFESTYLE Bukhari et al. [13]; Lerro et al. [21]; Baskaran et al. [31];
1 I prioritize eating healthy. Aschemann-Witzel et al. [32]
2 I shop for Western food.
3 I eat for health and fitness.
4 I try new Western cuisine products before my friends and neighbors.
5 I prefer Western-imported cuisine.
SUBJECTIVE NORMS Bukhari et al. [4]; Ajzen [15]; Bai et al. [39]; Kaur et al. [33]
1 Friends influenced me to buy imported Western food.
2 My family affected my Western food purchases.
3 Colleagues affect my Western food purchases.
4 Western food keeps family traditions alive.
5 My family buys imported Western meals.
BRAND TRUST Barjian et al. [24]; Ngo et al. [23]; Li et al. [22]; Suchánek and Králová [27]
1 Western food producers are trustworthy.
2 Western food makers are reliable.
3 Western-imported food is safe.
4 Western food sustains me.
5 Western food importers do not lie.
CUSTOMER SATISFACTION Li et al. [22]; Suhartanto et al. [28]; Ahmed et al. [29]; Baskaran et al. [31]
1 I wish to continue buying imported Western meals.
2 I enjoy eating Western-imported food.
3 Since I am satisfied, I will pay more for Western imported food.
4 Western food delights me.
RELIGIOSITY Bukhari et al. [4]; Mohammed [5]; Kaur et al. [33]; Patwary et al. [30]
1 Religion addresses many life questions for me.
(continued on next page)

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F. Bukhari et al. Heliyon 9 (2023) e20358

(continued )
Constructs and indicators Citations

2 I live by my religion.
3 My life is guided by religion.
4 I like participating in religious events.
5 I eat halal.
6 Five times a day, I pray.
7 I frequently recite the Quran.
8 I fast every Ramadan.
PURCHASE INTENTION Smith and Paladino. [44]; Jin et al. [45]; Liao et al. [46]
1 I plan to suggest Western imported food to my loved ones.
2 I plan to buy Western food that has been imported.
3 I plan to opt for Western imported food items as their manufacturers
emphasize food safety.
4 I plan to invest in Western imported food to promote my overall well-being in
the long run.
PURCHASE BEHAVIOR Gupta and Chitrao [2]; Gkouna et al. [26]; Patwary et al. [30]; Wee et al.
1 I am a frequent buyer of imported Western cuisine. [36]
2 I prefer to buy Western imported food due to its superior quality.
3 I prioritize my health by choosing to purchase imported Western food.
4 I prioritize purchasing Western imported food, regardless of its cost.
5 I prioritize purchasing Western imported food due to its high safety standards.

Appendix A. Supplementary data

Supplementary data to this article can be found online at https://doi.org/10.1016/j.heliyon.2023.e20358.

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