*2.4. Personality*

Marketers accept the buyers experienced brands as a means to comprehend their personalities. We have taken a modified questionnaire in which we used the modified items for the brand personality from the previous study [48]. According to Banerjee [49], both individual and brand personalities have an important influence on brand preference in the consumer's mind. Consumer Preference implies that at the time of brand choice, consumers give prominence to individual personality and the personality of the chosen brand. In food products, such a relationship has also been found. According to Chang, Tseng, and Chu [50], few consumer traits lead to a positive consumer perception about food traceability, which means food items processing, production, and delivery to the consumers. The researchers used the Big Five Factor model to assess various traits of consumers and a 3M framework of motivation and personality (market, means, and motivation) for analyzing consumer's perceptions regarding food traceability [47,50]. Among elemental traits, it was found that openness, conscientious and extroverted personalities, combined with actual material and bodily needs, tend to be linked with compound traits such as health consciousness and the need for learning. These compound traits influence situational traits (consumer perceptions of food traceability and the concern for food value) and initiate the intention to purchase. Hence, the above information leads to the development of the following hypothesis:

**Hypothesis 4 (H4):** *Personality is positively associated with consumer's buying intention towards western food products.*
