From East to West: a sentiment-based framework for understanding Muslim consumer preferences in imported food products

Bukhari, Syed Faheem Hasan, Curtis, Lucill and Mubaster, Khurram (2025) From East to West: a sentiment-based framework for understanding Muslim consumer preferences in imported food products. Journal of Islamic Marketing. ISSN 1759-0833

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Abstract

Purpose: This study's purpose was to explore the motives behind the purchase of Western imported food products from three metropolitan cities in Pakistan. The theory of Planned Behavior (TPB) enriches our understanding of consumption. This study expands the TPB framework by integrating religiosity, country of origin, quality consciousness, and halal certification as critical factors that shape consumers' buying decisions in a Muslim-majority country. Design/methodology/approach: This qualitative analysis comprises three metropolitan cities: Karachi, Lahore, and Islamabad. Semi-structured interviews were conducted with 45 participants, and a purposive sampling technique was used. The data was collected specifically from housewives, university students, and professionals and analyzed using thematic content analysis to explore the themes, followed by sentiment analysis to gauge and capture the emotional tone of the respondents. Findings: The results unveiled not only significant regional variations but also a few surprising similarities. The participants' keen interest in product packaging, attributes, labeling, country of origin, and influence of reference groups for their purchase decision was a common thread. The element of religiosity, a significant factor in a Muslim-majority country, was also evident within a cross-city variation, adding an intriguing layer to the findings. Originality: This study is a pioneering effort that offers Western exporters a unique perspective on the Asian consumer market. The insights it provides are not just useful, but they also confirms the originality of this research. By offering a comprehensive view of Muslim consumers' preferences when choosing Western imported food products, this paper stands out for its originality. The diverse consumer perception from a Muslim-majority state signifies the unique contribution of this study and the theoretical and practical implications it holds for marketers and researchers.

Item Type:	Article
Uncontrolled Keywords:	western imported food,purchasing behavior,motives,religiosity
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	LivePure Connector
Date Deposited:	07 Mar 2025 17:30
Last Modified:	09 Mar 2025 07:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/98714
DOI:	10.1108/JIMA-12-2024-0584

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