This study aims to assess how stereotypes of food brands influence purchase intentions in conjunction with subjective norms and behavioural control, using the Theory of Planned Behaviour and the Stereotype Content Model as theoretical frameworks. This study employed a quasi-experimental design to investigate the conditional effect of brand type on the relationship between the Stereotype Content Model and attitudes towards food brands. Data were collected from 408 respondents in Pakistan and analyzed using SmartPLS 4, employing partial least squares structural equation modelling (PLS-SEM). All the hypotheses were supported except one, which tested the moderation of consumers’ perception of private versus manufacturer brands on the relationship between brand competence and consumer attitude. This explains that consumers view private and manufacturer brands as equally competent. This study offers original insights by integrating the Theory of Planned Behaviour and the Stereotype Content Model to examine brand stereotypes in the under-researched context of Pakistan. It uniquely reveals how brand warmth and competence drive consumer attitudes towards food brands.
AakerJ., VohsK. D., & MogilnerC. (2010). Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter. Journal of Consumer Research, 37(2), 224–237. https://doi.org/10.1086/651566
2.
AhmadN., FahadN., ZakiM., AlamZ., & KhalidM. (2025). Understanding consumer attitude and purchase intention of organic food products. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-04-2024-0110
3.
AhmedN., LiC., KhanA., QalatiS. A., NazS., & RanaF. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: Role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796–822. https://doi.org/10.1080/09640568.2020.1785404
4.
AjzenI. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
5.
Amanullah, & KhanU. (2025). Community-based circular food systems in Pakistan: A path to sustainable food security. Journal of Agriculture, Food Systems, and Community Development, 14(2), 1–11. https://doi.org/10.5304/jafscd.2025.142.029
6.
AtmokoB., & EllyawatiJ. (2021). Determinant of in-app mobile game purchase intention: An empirical study of Indonesian mobile gamer. Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1–7. https://doi.org/10.4108/eai.1-10-2020.2304925
7.
AzarS., ChaudaryS., & MehmoodA. (2017). Consumer perceptions of private label brands in Pakistan. Lahore Journal of Business, 5(2), 1–22. https://repository.lahoreschool.edu.pk:8080/xmlui/handle/123456789/15859
8.
BarbarossaC., & MandlerT. (2021). Not all wrongdoers are equal in the public eye: A moderated mediation model of country stereotypes, condemning emotions, and retaliatory intent in corporate crises. Journal of International Marketing, 29(2), 26–44. https://doi.org/10.1177/1069031X20983806
9.
BashaM. B., Al AliF. S. K. H., BalaramanP. K., LiuJ., AlHafidhG., & GuptaR. (2024). Organic food purchasing behaviour in Qatar and United Arab Emirates: A comparative case study. Journal of Islamic Marketing, 15(5), 1185–1202. https://doi.org/10.1108/JIMA-04-2023-0125
10.
BauerB. C., CarlsonB. D., & JohnsonC. D. (2022). The match-up hypotheses revisited: Matching social judgments and advertising messaging in celebrity endorsements. European Journal of Marketing, 56(3), 869–898. https://doi.org/10.1108/EJM-07-2020-0541
11.
BazhanM., Shafiei SabetF., & BorumandniaN. (2024). Factors affecting purchase intention of organic food products: Evidence from a developing nation context. Food Science & Nutrition, 12(5), 3469–3482. https://doi.org/10.1002/fsn3.4015
12.
BelancheD., CasalóL. V., SchepersJ., & FlaviánC. (2021). Examining the effects of robots’ physical appearance, warmth, and competence in frontline services: The Humanness-Value-Loyalty model. Psychology and Marketing, 38(12), 2357–2376. https://doi.org/10.1002/MAR.21532
13.
BhuttoM. Y., & RūtelionėA. (2024). Analyzing organic food purchase intentions: Eco-literacy and innovation resistance. British Food Journal, 126(4), 1633–1653. https://doi.org/10.1108/BFJ-08-2023-0756
14.
BósquezN. G. C., Arias-BolzmannL. G., & Martínez QuirozA. K. (2023). The influence of price and availability on university millennials’ organic food product purchase intention. British Food Journal, 125(2), 536–550. https://doi.org/10.1108/BFJ-12-2021-1340
15.
Brender-IlanY., & ReizerA. (2021). How do we perceive a humorous manager? Manager humor, impression management, and employee willingness to work with the manager. Frontiers in Psychology, 12, 628350. https://doi.org/10.3389/FPSYG.2021.628350
16.
BurnierP. C., SpersE. E., & de BarcellosM. D. (2021). Role of sustainability attributes and occasion matters in determining consumers’ beef choice. Food Quality and Preference, 88, 104075. https://doi.org/10.1016/J.FOODQUAL.2020.104075
17.
ChatterjeeR. S., HameedI., ChaudhuriR., VrontisD., ChaudhuriS., & ChatterjeeS. (2025). Do food planner apps enhance responsible food consumption? The impact of perceptual antecedents and moderating effects on usage intention. British Food Journal, 127(8), 2929–2951. https://doi.org/10.1108/BFJ-11-2024-1161
18.
Cheah (Jacky)J.-H., MagnoF., & CassiaF. (2024). Reviewing the SmartPLS 4 software: The latest features and enhancements. Journal of Marketing Analytics, 12, 97–107. https://doi.org/10.1057/S41270-023-00266-Y
19.
CortesG. L. (2024). A systematic literature review of the stereotype content model in the fields of psychology and marketing: Main themes examined in the literature and an agenda for future research in marketing. Frontiers in Psychology, 15, 1392629. https://doi.org/10.3389/FPSYG.2024.1392629
20.
CuddyA. J. C., FiskeS. T., & GlickP. (2008). Warmth and competence as universal dimensions of social perception: The stereotype content model and the BIAS map. Advances in Experimental Social Psychology, 40, 61–149. https://doi.org/10.1016/S0065-2601(07)00002-0
21.
DashS., PriyadarshiniS., DullaN., & SwainS. C. (2025). What provokes consumers to purchase organic food? Examining the moderated-mediation role of relative consumption, perceived awareness and source of interest. Management of Environmental Quality, 36(7), 1829–1847. https://doi.org/10.1108/MEQ-06-2024-0256
22.
DavvetasV., & HalkiasG. (2019). Global and local brand stereotypes: formation, content transfer, and impact. International Marketing Review, 36(5), 675–701. https://doi.org/10.1108/IMR-01-2018-0017
23.
DewiC. K., MohaidinZ., & MurshidM. A. (2019). Determinants of online purchase intention: A PLS-SEM approach: Evidence from Indonesia. Journal of Asia Business Studies, 14(3), 281–306. https://doi.org/10.1108/JABS-03-2019-0086
24.
EberleL., MilanG. S., GraciolaA. P., BorchardtM., & PereiraG. M. (2023). Purchase intention of organic foods from the perspective of consumers. Management of Environmental Quality: An International Journal, 34(5), 1406–1423. https://doi.org/10.1108/MEQ-10-2022-0277
25.
FengW., LiuY., & LiD. (2022). Emotional or rational? The congruence effect of message appeals and country stereotype on tourists’ international travel intentions. Annals of Tourism Research, 95, 103423. https://doi.org/10.1016/J.ANNALS.2022.103423
26.
FiskeS. T., CuddyA. J. C., GlickP., & XuJ. (2002). A model of (often mixed) stereotype content. In Social cognition (Vol. 82, Issue 6, pp. 162–214). Routledge. https://doi.org/10.4324/9781315187280-7
27.
GielensK., DekimpeM. G., MukherjeeA., & TuliK. (2025, March1). The brandification of private labels: Beyond budget. Journal of Marketing Research. https://www.ama.org/marketing-news/the-brandification-of-private-labels-beyond-budget/?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter
28.
GüntürkünP., HaumannT., & MikolonS. (2020). Disentangling the differential roles of warmth and competence judgments in customer-service provider relationships. Journal of Service Research, 23(4), 476–503. https://doi.org/10.1177/1094670520920354
29.
GuoX., ZhaY., ChenH., & LiangL. (2023). National brand manufacturers’ supply strategy in the presence of retailers’ store-branded lookalike packaging and consumer confusion about quality preference. Transportation Research Part E: Logistics and Transportation Review, 175, 103143. https://doi.org/10.1016/J.TRE.2023.103143
30.
HairJ. F., HultG. T. T. M., RingleC. M., & SarstedtM. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
31.
HameedI., ZainabB., & KhanK. (2024). Consumer adoption of mobile payment systems: A lens into smartphone-enabled tourism. International Journal of Tourism Research, 26(5), e2786. https://doi.org/10.1002/JTR.2786
32.
HwangS., LeeM., ParkE., & del PobilA. P. (2021). Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea. Journal of Retailing and Consumer Services, 63, 102684. https://doi.org/10.1016/J.JRETCONSER.2021.102684
33.
Izquierdo-YustaA., Martínez-RuizM. P., & Pérez-VillarrealH. H. (2022). Studying the impact of food values, subjective norm and brand love on behavioral loyalty. Journal of Retailing and Consumer Services, 65, 102885. https://doi.org/10.1016/J.JRETCONSER.2021.102885
34.
KaragiannisD., HatzithomasL., FotiadisT., & GasteratosA. (2022). The impact of brand awareness and country of origin in the advertising effectiveness of Greek food products in the United Kingdom: The case of Greek yogurt. Foods, 11(24), 4019. https://doi.org/10.3390/FOODS11244019
35.
KhanY., HameedI., & AkramU. (2023). What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective. British Food Journal, 125(7), 2572–2587. https://doi.org/10.1108/BFJ-07-2022-0564
36.
KirkC. P., RayI., & WilsonB. (2012). The impact of brand value on firm valuation: The moderating influence of firm type. Journal of Brand Management, 20(6), 488–500. https://doi.org/10.1057/BM.2012.55
37.
KonukF. A. (2015). The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods. British Food Journal, 117(2), 793–804. https://doi.org/10.1108/BFJ-10-2013-0305
38.
KonukF. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304–310. https://doi.org/10.1016/J.JRETCONSER.2018.04.011
39.
KonukF. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/J.JRETCONSER.2019.05.005
KovtunenkoK., VlaievaA., & KovtunenkoA. (2021). Role of tourism industry in generating foreign exchange. Economics. Finances. Law, 1, 10–12. https://doi.org/10.37634/efp.2021.1.2
42.
KumarV. (2025). Driving customer engagement for authentic brands through brand stereotypes: An application of stereotype content model. Global Knowledge, Memory and Communication. https://doi.org/10.1108/GKMC-09-2024-0572
43.
LeeT. H., FuC. J., & ChenY. Y. (2020). Trust factors for organic foods: consumer buying behavior. British Food Journal, 122(2), 414–431. https://doi.org/10.1108/BFJ-03-2019-0195
44.
Luna-CortesG., & CuellarJ. A. A. (2022). Effect of masculine eating and drinking beliefs on male consumers’ concern with healthy eating and binge drinking. European Journal of Marketing, 56(11), 3078–3106. https://doi.org/10.1108/EJM-07-2021-0513
45.
MarquesC., da SilvaR. V., DavcikN. S., & FariaR. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497–507. https://doi.org/10.1016/J.JBUSRES.2020.06.022
46.
MemonM. A., ThurasamyR., CheahJ.-H., TingH., ChuahF., & ChamT. H. (2023). Addressing common method bias, operationalization, sampling, and data collection issues in quantitative research: Review and recommendations. Journal of Applied Structural Equation Modeling, 7(2), 1–14. https://doi.org/10.47263/jasem.7(2)01
47.
OsburgJ. (2024). Chinese consumer culture: Luxury, nationalism, and class formation. In Anthropology of ascendant China: Histories, attainments, and tribulations (1st ed., pp. 89–107). Taylor and Francis.
48.
PandayD., BhusalN., DasS., & GhalehgolabbehbahaniA. (2024). Rooted in nature: The rise, challenges, and potential of organic farming and fertilizers in agroecosystems. Sustainability, 16(4), 1530. https://doi.org/10.3390/SU16041530
49.
PangS. M., TanB. C., & LauT. C. (2021). Antecedents of consumers’ purchase intention towards organic food: Integration of theory of planned behavior and protection motivation theory. Sustainability, 13(9), 5218. https://doi.org/10.3390/SU13095218
Ruiz-RealJ. L., Uribe-TorilJ., Gázquez-AbadJ. C., & ValencianoJ. de P. (2019). Sustainability and retail: Analysis of global research. Sustainability, 11(1), 14. https://doi.org/10.3390/SU11010014
52.
RybakG., BurtonS., & BerryC. (2024). Reducing the negative impact of ultra-processed foods: Consumer response to natural claims, organic claims, and processing level disclosures. Journal of Business Research, 177, 114588. https://doi.org/10.1016/J.JBUSRES.2024.114588
53.
SaundersM., LewisP., & ThornhillA. (2019). Research methods for business students (8th ed.). Pearson Education Limited.
54.
SchindlerP. S. (2022). Business research methods (14th ed.). McGraw Hill LLC.
55.
SinghA., & VermaP. (2017). Factors influencing Indian consumers’ actual buying behaviour towards organic food products. Journal of Cleaner Production, 167, 473–483. https://doi.org/10.1016/J.JCLEPRO.2017.08.106
56.
SmithM. D., & BrynjolfssonE. (2001). Consumer decision-making at an internet shopbot: Brand still matters. The Journal of Industrial Economics, 49(4), 541–558. https://doi.org/10.1111/1467-6451.00162
57.
StonerJ. L., FelixR., & Stadler BlankA. (2023). Best practices for implementing experimental research methods. International Journal of Consumer Studies, 47(4), 1579–1595. https://doi.org/10.1111/ijcs.12878
58.
SuY., KhaskheliA., RazaS. A., & YousufiS. Q. (2022). How health consciousness and social consciousness affect young consumers purchase intention towards organic foods. Management of Environmental Quality: An International Journal, 33(5), 1249–1270. https://doi.org/10.1108/MEQ-12-2021-0279
59.
SuciuN. A., FerrariF., & TrevisanM. (2019). Organic and conventional food: Comparison and future research. Trends in Food Science and Technology, 84, 49–51. https://doi.org/10.1016/J.TIFS.2018.12.008
60.
TanC. N. L., FauziM. A., & HarunS. A. B. (2025). From perceived green product quality to purchase intention: the roles of price sensitivity and environmental concern. Marketing Intelligence and Planning, 43(7), 1329–1348. https://doi.org/10.1108/MIP-10-2024-0703
61.
TemperiniV., LimbuY., & JayachandranC. (2017). Consumers’ trust in food quality and willingness to pay more for national parks’ brands: Preliminary evidence from Italy. Journal of International Food & Agribusiness Marketing, 29(2), 120–138. https://doi.org/10.1080/08974438.2016.1266569
62.
TianY., YangJ., & ChuenterawongP. (2023). Share or not? Effects of stereotypes on social media engagement using the stereotype content model. Journalism Practice, 17(3), 574–600. https://doi.org/10.1080/17512786.2021.1927804
63.
Venter de VilliersM., ChengJ., & TruterL. (2024). The shift towards plant-based lifestyles: Factors driving young consumers’ decisions to choose plant-based food products. Sustainability, 16(20), 9022. https://doi.org/10.3390/SU16209022
64.
WeiJ., ZhaoX., LiuY., & YangX. (2021). Measuring purchase intention towards green power certificate in a developing nation: Applying and extending the theory of planned behavior. Resources, Conservation and Recycling, 168, 105363. https://doi.org/10.1016/J.RESCONREC.2020.105363
65.
XueJ., ZhangW., RasoolZ., KhanM. A., KhanA. I., KhanA. A., & AbbasS. A. (2021). Purchasing intentions toward fast food: The mediating role of consumer attitudes toward fast food. Journal of Food Quality, 2021(1), 9931083. https://doi.org/10.1155/2021/9931083
66.
ZagataL. (2012). Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the Czech Republic. Appetite, 59(1), 81–89. https://doi.org/10.1016/j.appet.2012.03.023
67.
ZamanS. U., BatoolS. M., AlamS. H., & BatoolS. (2024). The human side of branding: Warmth, competence & loyalty. Indus Journal of Social Sciences, 2(2), 732–752. https://doi.org/10.59075/ijss.v2i2.949
68.
ZhangM., LiL., YeY., QinK., & ZhongJ. (2020). The effect of brand anthropomorphism, brand distinctiveness, and warmth on brand attitude: A mediated moderation model. Journal of Consumer Behaviour, 19(5), 523–536. https://doi.org/10.1002/CB.1835
69.
ZhengL. (2020). The role of consumption emotions in users’ mobile gaming application continuance intention. Information Technology & People, 33(1), 340–360. https://doi.org/10.1108/ITP-04-2018-0197
70.
ZhouF., MaZ., RashwanA. K., KhaskheliM. B., AbdelradyW. A., AbdelatyN. S., Hassan AskriS. M., ZhaoP., ChenW., & ShamsiI. H. (2024). Exploring the interplay of food security, safety, and psychological wellness in the COVID-19 era: Managing strategies for resilience and adaptation. Foods, 13(11), 1610. https://doi.org/10.3390/FOODS13111610
71.
ZhouY., NieX., LinY., PanS., CaoR., & ZhangY. (2025). Enhancing the theory of planned behavior with social reactive constructs in explaining adolescents’ dietary behaviors. Appetite, 214, 108170. https://doi.org/10.1016/J.APPET.2025.108170
