The study concerns with the significant impact of Country of Origin (COO) on Consumer Buying Behavior (CBB) along with discussing the mediating role of Extent of Religiosity (EOR) in consumers regarding COO for food and personal hygiene items. The study confers with explanatory examination in nature while addressing the behavior of 405 university students of both public and private sector universities in Lahore city of Pakistan enrolled in applied sciences and social sciences disciplines. Different statistical analyses were used to analyze the data i.e. Descriptive Statistics, Factor Analysis (KMO and Bartlett’s test, Eigen values and Total Variance), Regression analysis and Correlation analysis by using SPSS 20.0 to ensure reliability and validity of research contents. The empirical result indicates that COO has statistically significant impact on CB which is positively mediated by EOR.
Keywords: Country of Origin (COO), Consumer Buying Behavior (CBB), Extent of Religiosity (EOR).