*4.3. Validity and Reliability*

Reliabilities, factor loadings, and Average variance extracted (AVE) displayed in Table 6. Besides, the constructs' validity comprises 'convergent validity' and 'discriminant validity', and Table 6 has all values equal and above the prescribed threshold of 0.72 to 0.9 [90]. The criterion for convergent and discriminant validity is as per the benchmark suggested by [91] and henceforth established convergent validity, as mentioned in Table 6.

**Table 6.** Validity and reliability measures.

**Table 6.** *Cont.*

The constructs stated in Table 7 fulfill the criterion of discriminant validity that is the square root of AVE > all possible squared correlations, as suggested by Hair et al. [85].

**Table 7.** Measurement model discriminant validity measures.

### *4.4. Outcomes of Hypothesized Relationships*

Table 8 displays all relationships within independent, intervening, and dependent variables. The findings from the quantitative data analysis reveal that product attributes are positively associated with consumer purchase intentions for the sustenance of western imported food products, as exhibited in Table 8. It means that consumers give importance to product features at the time of purchase. The outcome of this hypothesis is also in line with the previous literature, for instance, Lian and Yoong [92] reported that product features such as taste, freshness, and packaging influenced consumers' attitudes to purchasing food products. It was further endorsed by Wee et al. [79] who found that product safety related to food brands had a significant influence on consumers' purchasing behavior of imported food products. Further research by Nasution and Rossanty [93] confirmed the long-established view that product labeling had an essential association with consumers' attitudes to the purchasing behavior of food products.

**Table 8.** Standardized regression weights and *p*-values.

Note: PI = Purchase intention; \* Significant at 10% (*p* < 0.1); \*\*\* Significant at 1% (*p* < 0.01).

The second association investigated was between price and consumer purchase intention for western imported food. The quantitative data results illustrate a positive association between western imported food prices and consumer purchase intention. The previous literature has suggested that imported food products had a higher rate compared to local food products [46]. The main reasons offered were that these products perceived to have better overall quality, with quality ingredients, a country of origin, and an established product name [94,95]. Hence, consumers are eager to pay more price for such food brands due to the perception of their superior value [96,97].

The next relationship investigated was between promotion and consumer purchase intention. Results from the quantitative findings indicate that promotion is not associated with consumer purchase intention, which differs from previous literature. Research conducted by Kazmi et al. [19] reported that product communication plays an imperative role in persuading consumers' attitudes to a

product and thus adds brand recall and awareness about the food brands. E ffective communication through various channels such as magazines, newspapers, social media, and television thus enhances food brand awareness, sustenance in the market, and purchase intention, particularly among young consumers [97].

The results showed that the impact of lifestyle does not have any e ffect on consumer's purchase intention, and showing no association between them. It suggests that Muslim consumer's lifestyles indirectly connected with the purchase intention in the context of western imported food products in Pakistan. On the contrary, the findings from the past literature revealed that consumers' health consciousness to food ingredients strongly motivate and influence consumers to engage in purchasing food brands manufactured outside the country. However, the overall quality and taste are also significant contributors to the purchase decision. Hence, elevating western imported food products [95].

The relationship between family and consumer purchase intention explored. Results indicated neither causal relationship nor any positive association between them. It contrasted with Tsang et al.[96] study which found a correlation between subjective norms and consumer food-buying behavior. Moreover, earlier research by Montano and Kasprzyk [36] endorsed the view that subjective criteria impact consumer food purchase behavior. The quantitative results of the current study of an absence of association can be due to di fferent cultural and societal settings.

The construct of social class was also investigated, with no association found with the consumer buying intention for western imported food in Pakistan. This result di ffers from those of the literature. Durmaz and Ta¸sdemir [62], for instance, reported that this factor had a substantial influence on customer buying behavior as this influence started throughout childhood, and the family shaped it. The researchers further stated that young people from the upper social class were more brands conscious and likely to seek information about the brand before making the final purchase decision as compared to their lower-class counterparts.

Brand trust was also investigated during the quantitative data analysis, indicating an a ffirmative corroboration between brand trust of organic food and consumer's intention to purchase. In past research, the construct of brand trust widely discussed, and similar findings revealed. The study conducted by Flavián and Guinaliu [98] reported that the trust element linked with the brand image which reduces the consumers' risk at the time of purchase. Therefore, a positive brand image leads to brand trust. Hence, the improved brand image of a company leads to positive and confident consumer behavior about that brand's products related to food. Other research findings have reinforced a positive association between the brand image of a company and a consumer's brand trust.

The construct of religiosity also tested and it discovered to have a positive association with the intentions of consumers' buying regarding organic food, which aligned with the past literature. Mathras et al. [14] reported that halal consciousness and product elements have considerably influenced Muslims' intention to purchase packaged food that is halal produced by Muslim or non-Muslim producers. Quantitative results confirm earlier research that in Muslim consumers, the religiosity behaves like an intervening factor within the di fferent exogenous and endogenous variable [99]. Therefore, religious ethics perform integral in deciding consumer behavior. Religion guides Muslim consumers to take actions as per religious principles [15,22,23]. Thus, the quantitative analysis aligned with the previous literature wherein the connection of religiosity with consumer buying behavior well established.

Self-concept investigated, and results revealed it associated with the consumer purchase intention of western imported food, which aligns with the previous literature. Sirgy [100] reported that consumers preferred those products, which matched (somehow) with their self-concept. Self-concept identified as playing a mediating role concerning the brand e ffect and the intention to buy. Hoonsopon and Puriwat [101] also confirmed self-concept as a controlling variable for the innovative product purchase intentions.


**Author details**

Imtisal Akhtar\*, Malik Abdul Rehman and Yongho Seo Department of Nanotechnology and Advanced Materials Engineering, Sejong University, Seoul, South Korea

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