**3. Materials and Methods**

A structured questionnaire has tested the model established in this study. The primary survey conducted in the eight metropolitan cities of Pakistan, Karachi, Lahore, Islamabad, Peshawar, Hyderabad, Faisalabad, Quetta, and Larkana which together cover four regions (Sindh, Punjab, Baluchistan, and Khyber Pakhtunkhwa). The main reason for selecting eight metropolitan cities of Pakistan was to ensure the sample represented the key Pakistani urban cities with diversified socio-economic classes and having the awareness and usage of western imported food, guaranteeing the generalizability of the research outcome [82]. The responses were collected online and in-person for the pilot study conducted in Karachi with a sample of 375 respondents. A pilot study has enhanced the precision of the survey instrument. A sample size of 375 deemed appropriate since there were 75 scale items and exploratory factor analysis requires a minimum of 5:1 ratio of respondents to items [83]. To run the factor analysis, a sample size smaller than 100 considered to be "dangerous", and sample sizes larger than 200 are considered safe for adequate conclusions [84,85]. The final survey administered to 1080 respondents through in-person and online media such as email and social media. The sample size was calculated based on the ratio of 20 respondents per item, which is the prescribed ideal sample size needed to conduct SEM [85,86]. Before inputting the data, the questionnaires checked for any missing data. This initial screening revealed that out of 1080 surveys, 927 filled in. Hence, the response rate was 86 percent. Data normality observed by reviewing residual

plots, which appeared to be reasonable, and the skewness and kurtosis values were near zero. Thus, the notion of normality undisrupted.

### *Measurement Scaling for Constructs and Items*

The data is collected from 927 respondents for the undertaken study by using a structured and modified questionnaire. We used adapted measurement scales for constructs and items from the previous literature such as modified items of product attributes are taken from previous studies [38–43], modified items for marketing mix such as price and promotion have been taken from the previous literature [43–46]. However, the adapted items of lifestyle and personality are considered from the previous studies [51–56]. The subjective norms of the family items have been modified from previous studies such as Al-Swidi et al. [57] and Kautonen et al. [59]. The adapted items for the social class have been taken from previous studies such as Rani [61], Durmaz and Ta¸sdemir [62], and Majabadi et al. [63]. The modified items of self-concept are taken from previous literature [64–68]. The items for brand trust have taken from previous studies such as Chen and Lee [69] and Drescher et al. [71]. Religiosity is the most important variable in this research, we have taken adapted items from the previous literature [72–76]. We used modified items for purchase intention and purchase behavior constructs from previous studies [77–81].
