Abasyn Journal of Social Sciences. Special Issue: IGCETMA 2018

Significance of Country of Origin on Consumer Buying Behavior with Mediation Model of Religiosity among the Students of Higher Education Institutes in Lahore

Muhammad Ali, Dr. Muqqadas Rehman, Dr. Muhammad Khyzer Bin Dost, Muhammad Wasim Akram

1,2  Superior University, Lahore
3 Hailey College of Commerce, Punjab University
4 Universiti Teknologi Malaysia, Johor, Malaysia


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 Bartletts 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).


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