*2.5. Lifestyle*

The lifestyle to a certain extent defines patterns or trends of consumption. It is observed by looking at individuals' organization, space and time, leisure activities, working hours, housing, appearance, and other daily activities. In other words, lifestyle is one important variable, which expresses consumer's choices [51,52]. Ahaiwe et al. [53] reported several factors, which may influence consumers' buying behavior and their brand preferences for goods and services. Among these are cultural factors, social class, values and beliefs, interests, lifestyle, and personality. These factors jointly referred to as psychographic variables, which play a considerable role in consumers' preferences for products [54]. In a Chinese study comparing lifestyles and their impact on purchase intentions for domestic and imported food products, three groups identified which each had different behaviors: risk-takers, traditionalists, and experiencers. It was found that risk-takers and traditionalists were associated with purchasing imported fruits [55]. Another study suggests a food-related lifestyle model comprised of five components to explain consumption behavior: quality, methods to shopping, food consumption situation, manner of cooking, and purchasing motives [51,56]. Hence, the above information leads to the development of the following hypothesis:

**Hypothesis 5 (H5):** *Lifestyle is positively associated with consumer's buying intention towards western food products.*
