*2.6. Family (Subjective Norms)*

A subjective norm generally explained as a person's awareness about what essential others consider the individual should comply with [57]. The association between subjective norms and attitudes towards behavior has been verified and tested. For example, researchers have established the pathway from subjective norms to attitudes towards behavior and found it significant [58]. Within the framework of subjective norms, reference groups somehow affect the values and behavior of others. Reference groups, particularly buyer groups of references—for example, institution and trade, professional institutions, social organizations, friends, family members—influence product selection and the choice of a specific brand. Most purchases influenced by the opinions of the groups of references, which include friends and professional institutions [59]. Parents have an impact on a person's purchase decision. Moreover, the dominance of the preference of the husband or the wife differs from the product category. Thus, in food items, the wife is predominantly the key decision-maker. However, children also influence at the time of purchasing [60]. Hence, the above information leads to the development of the following hypothesis:

**Hypothesis 6 (H6):** *Family is positively associated with consumer's buying intention towards western food products.*
