*2.8. Self-Concept*

The congruence of brand personality and the consumer's self is a way to create an emotional attachment to the brand and other various brand-related outcomes [64]. Additionally, various research studies have posited a significant relationship between this congruity and a positive brand attitude, positive brand perception, and the intention to buy [65]. Another study also supports the view that consumers prefer those products, which match (somehow) with their self-concept [66]. Self-concept has been identified as playing a mediating role concerning the underdog brand e ffect and the intention to buy [67]. The research of Hoonsopon [68] also found and used the self-concept as a moderating variable in the relationship between consumer innovativeness and new product purchase intentions. Hence, it concluded that even in new product adoption, consumers have a unique self-concept, and there is a chance the new product will be adopted when it fits with the self-concept of the consumer. Regardless of the rising research regarding self-concept and consumer behavior, there are still areas in the literature, which need further exploration. Earlier researchers have not taken into account the self-concept and its influence on consumer's buying behavior for the food segmen<sup>t</sup> [65,68]. To fill this gap, this study expands on earlier research examining the role of the self-concept in consumer behavior by ascertaining its influence on buying behavior concerning western imported food. In the case of western imported food products, this self-concept is an important factor in the buyer's purchase decision. This includes the consumer's attitude and perception, and if both of these are positive towards the product, the consumer may end up finally deciding to purchase the product. Hence, the above information leads to the development of the following hypothesis:

**Hypothesis 8 (H8):** *Self-concept is positively associated with consumer's buying intentions towards western food products.*
