The purpose of the study is to investigate the association between religiosity and 
intentions to purchase brands within the Kingdom of Saudi Arabia, a society currently 
undergoing economic progress and societal transformation (Nurunnabi, 2017).While existing research has examined
religiosity's role in shaping consumer preferences, the specific focus of Saudi Arabia's 
transition from religious conservatism to a more liberal ethos remains uncharted territory.As a result of 
Vision 2030, the strategic plan presented by the Saudi government and supported by Crown 
Prince Mohammed bin Salman is to achieve economic diversification through the exploration 
of alternative income sources (Thompson, 2017, p. 205).However, societal changes do not 
consistently align with government initiatives, leading to the following professional question: 
To what extent do Saudi individuals perceive Western brands differently, and does religiosity 
contribute to elucidating these variations?Yet, 
despite government efforts, societal transformation lags, raising the query of how Saudis 
perceive Western brands amid religiosity variations (Tlaiss et al., 2022).Saudi Arabia's profound societal transformation is marked by a shift away from its 
historical identity as a conservative religious society towards a more liberal and open-minded 
outlook (Abbas, 2019; Tlaiss et al., 2022).This divergence between institutional endeavours and the broader societal response 
raises questions regarding the perceptions and attitudes of Saudi consumers towards Western 
brands (Islam & Chandrasekaran, 2019).