Dairy Products with Certification Marks: The Role of Territoriality and Safety Perception on Intention to Buy

Abstract

Over the years, the territorial origins of agri-food products have become a consolidated marketing model which stand as an alternative to mass production. References to territory, whether on packaging or in advertising, have become an increasingly popular way for marketers to differentiate products, by attributing specific characteristics to them, derived from specific cultural identities and traditions. The aim of this study is to capture the possible differences between two groups, Italian and French, in the perception and intention to buy products with certification marks. We tested a multi-group structural equations model, assessing the mediation of the Perceived Product Safety (PPS) between Packaging with reference to Territoriality (PT) and Intention to Buy (IB). Our findings show that in both groups PT has a positive association with IB and PPS and that PPS has a positive association with IB. The difference is the mediation of PPS, present only in the Italian group. This opens important considerations on the role of the perception of safety, particularly in the pandemic period, in the presentation of products, particularly in products with certification marks linked to sustainability and territoriality.

The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach

“…Over the past few years, rootedness in the territory has become a very important motivational driver for the purchase of agri-food products [ 1 , 2 , 3 , 4 ]. In order to protect the rights of both consumers and producers, the European Union (EC Regulations 2081/92 and 2082/92) has identified three different designations that certify the products with a strong territorial identity: the Protected Designations of Origin, the Protected Geographical Indications, and the Traditional Specialities Guaranteed [ 5 ].…”

“…In order to protect the rights of both consumers and producers, the European Union (EC Regulations 2081/92 and 2082/92) has identified three different designations that certify the products with a strong territorial identity: the Protected Designations of Origin, the Protected Geographical Indications, and the Traditional Specialities Guaranteed [ 5 ]. Those certified products are often associated with appealing concepts such as quality [ 6 ], tradition [ 7 ], sustainability [ 8 ], safety [ 2 ] and cultural identification [ 9 ]. Nevertheless, they struggle to compete with their industrial competitors in terms of budget allocation for communication campaigns since they are often produced by small and rural entities [ 10 ].…”

Perception of Ecosystem Services from Podolian Farming System in Marginal Areas of Southern Italy

“…This observation highlights that these values remain significant, even when considered in different contexts. The idea is that these elements hold a profound place in the minds of individuals [53], even in settings where the historical and geographical connections may not be as pronounced. It underlines the universal appreciation for cultural heritage, the intrinsic bond between people and their surroundings [53], and the enduring allure of unspoiled natural environments and traditional agricultural practices, transcending geographical and cultural boundaries.…”

Consumer Perception and Understanding of European Union Quality Schemes: A Systematic Literature Review

“…The concepts that help explain the correlation between quality labels and willingness to pay depend on factors such as the geographical area investigated, the consumer's residence concerning the production area, consumer demographics, GI label awareness, and product type [29]. At the same time, consumers who know the region to which the certified products refer or feel a certain attachment towards them, tend to be more optimistic about the products labeled PDO/PGI/TSG, thus also exerting a higher willingness of paying even a price premium [30][31][32]. Because consumers identify certified products with customs and heritage passed down from generation to generation, traditions cannot be exported.…”