*2.11. Purchase Intention*

Numerous factors influence purchase intention such as subjective norms, attitudes, and perceived behavioral control [77]. The consumers of imported food perceive these items as better quality compared to locally produced food brands and this positive attitude has a ffected their purchase intention [78]. Many previous studies further endorsed that factors such as subjective norms, health consciousness, and brand familiarity somehow influenced the purchase intention [76,78]. The results are consistent with several developed countries' literature in which perceived value was quite important and had an impact on the food buying behavior and consumers were willing to pay extra to avail the maximum benefits [79]. A perception of better quality was also one of the key aspects of shaping consumers' purchase intention. Those with a positive mindset concerning western food brands were likely to possess a positive intention to purchase it [80]. A positive attitude thus found to serve as an important

stimulus and possibly influenced the consumers' purchase intention. However, in most of the cases and especially in food buying behavior, it has been noted that purchase intention is a primary indicator and a leading factor towards a final purchase behavior [78,81]. Henceforth, the above information leads to the development of the following hypothesis:

**Hypothesis 11 (H11):** *Purchase intention is positively associated with consumer's buying behavior towards western food products.*

Thus, the conceptual frame of the undertaken study is shown in Figure 1.

**Figure 1.** Conceptual framework.
