PURCHASE INTENTION OF PAKISTANI CONSUMER MARKET FOR WESTERNAPPAREL: THE MODERATING EFFECT OF MATERIALISM ANDETHNOCENTRISM AND MEDIATING ROLE OF OPENNESS TO EMULATEWESTERN CULTURE

Authors

  • Fatima Nadeem Assistant to Dean of Business Department and Faculty Member at Lahore School of Economics Business department Author
  • Dr. Saad Shahid Associate Professor Faculty of Business Administration Lahore School of Economics Author
  • Samra Noman Visiting Faculty at The Millenium Universal College and Visiting Research Associate at Lahore School of Economics Author

DOI:

https://doi.org/10.66857/srh4-1c35

Keywords:

Purchase intention , Western culture, Ethnocentrism, Materialism, Social media marketing, Social interaction, Exposure of western media, Acculturation, Openness to emulate western culture

Abstract

Western marketers have shifted their focus towards emerging markets and Pakistan's market is one of them. This research investigates the different variables which affects purchase intentions of Pakistani consumers for western apparel. Moreover, variables such as ethnocentrism and materialism are taken as moderators and openness to emulate is taken as a mediator to determine the extent of their effect on purchase intention. Results of this study shows how different variables directly or indirectly affects consumers purchase intention for western apparel in Pakistan. All hypothesis related to path analysis were supported but hypothesis related to ethnocentrism, materialism and openness to emulate western culture were rejected. Only one of the hypotheses related to materialism was accepted. The conceptual framework of this study can be used in different emerging markets in developing countries. This research can be the framework for future researches which can solely focu

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Published

2026-03-05

Issue

Vol. 4 No. 1 (2026): The Study of Religion And History

Section

English

License

All articles published in The Study of Religion and History (SRH) are licensed under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license permits unrestricted use, distribution, reproduction, and reuse in any medium, provided the original author(s) and the source are properly cited.