**7. Theoretical Contribution**

The theory of planned behavior once again verified as a powerful model for testing consumer purchase intention by combining several factors on a single model [30]. New constructs added in TPB to enhance the explanatory power [32,34,35] in various domains. Thus, the present study has included marketing mix (product, price, and promotion); followed by consumer-related factors such as personality, social class, brand trust, and lifestyle; under the antecedents of attitude for family and friends; the antecedents of subjective norms such as self-concept and religiosity; and the antecedents of behavioral control. These tested concepts, for purchase intentions, are a strong contribution in this area of consumer behavior literature. The researchers have considered the above-stated factors as it plays an imperative role in food purchase intention. Therefore, understanding Muslim consumers' perception of western imported food products is significant. The undertaken study also provided the

existence of religiosity as a dimension of behavioral control. Adding in this way to the stated theory in the Muslim context where religiosity impacts purchasing and, in particular, food buying choices.

### **8. Limitations and Areas of Further Research**

This research mainly restricted to the eight urban metropolitan cities of Pakistan, and this results in a lack of reliability and credibility of the study outcome. In future studies, researchers can work on the number of cities and make a comparison between cities by utilizing the factors addressed in this study. A cross-country comparison among the cities would be a new area of investigation for researchers and an opportunity for marketers to alter their food product categories accordingly. There is a lack of concentration on a specific food category. This study-addressed consumers' motives behind the purchase of western imported food in general hence generalization to a specific food category is weak. Moving ahead, researchers can choose a specific category, for example, within fast-moving consumer goods (FMCG), a category of milk or any specific food item such as chocolates or biscuits explored. Within this category, a comparison study developed between the local and imported product categories. This research was limited to several consumer participants' groups such as homemakers, university students, and professionals. Pakistan represents many ethnic cultures by adding more participant ethnic groups in the future with specific race/ethnicity, which may provide a better insightful representation of consumer perception in the respective buying behavior as well as facilitate more reliable comparisons.

**Author Contributions:** Conceptualization, F.B. and S.H.; Methodology, R.R.A.; Software, R.H.S.; Validation, D.S., R.R.A., and Z.A.C.; Formal analysis, S.H.; Investigation, F.B.; Resources, D.S.; Data curation, R.H.S.; Writing—original draft preparation, F.B.; Writing—review and editing, Z.A.C.; Visualization, D.S.; Supervision, R.R.A.; Project administration, D.S. All authors have read and agreed to the published version of the manuscript.

**Funding:** This research received no external funding.

**Acknowledgments:** We acknowledge the support of IQRA University that provided during this project including administrative and technical support.

**Conflicts of Interest:** The authors declare no conflict of interest.
