THE ROLE OF SOCIAL INFLUENCE AND PERCEIVED BRAND AUTHENTICITY IN THE TRANSITION FROM INTERNATIONAL TO LOCAL FOOD BRANDS AMONG YOUNG ADULTS IN PAKISTAN

Abstract

Background: In recent years, there has been a growing trend among young adults in Pakistan transitioning from international to local food brands. This shift is influenced by factors such as social dynamics and the perceived authenticity of local brands. The present study was conducted with the main objective to investigate the role of social influence and perceived brand authenticity in the transition from international to local food brands among young adults in Pakistan.

Methods: This was a cross-sectional study employed a correlational research design and utilized purposive sampling to recruit participants. The total sample size for the study consisted of young adults (N = 320), with participants ranging in age from 20 to 40 years. Data was collected from the district Lahore, Pakistan.

Results: The results indicated that both social influence and perceived brand authenticity are positively associated with preferences for local fast-food. In the multiple regression analysis, these factors strengthen the model, demonstrating their combined influence in young adults' shift from international to local food brands.

Conclusion: In conclusion, this study underscores the importance of social influence and brand authenticity in young adults' shift to local food brands. These insights can guide brand strategists in fostering loyalty by aligning brand messaging with young consumers' social and cultural values, strengthening local brands' market position.