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

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. Semistructured 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/value 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.