Geographical indication labelling of food and behavioural intentions

Abstract

PurposeThis paper aims to explore how consumer's purchase intentions and word-of-mouth (WOM) intentions of local tea are influenced by the signal effects of geographical indication labelling (GIL) on the basis of theory of reasoned action and social identity theory.Design/methodology/approachThis study has developed a structural equation model (SEM) to explain the effects of consumer's attitudes, social norms and social identities on behavioural intentions, considering purchase of foods with geographical indication labels. This study collected responses from 318 consumers of tea in Taiwan.FindingsThree main results are reported: (1) the prevention-focused benefit, which is a risk-aversion consideration, and the promotion-focused benefit, which is a taste and joy of quality, have higher influence compared to perceived concerns (price) on attitude towards GIL produce. (2) Compared to subjective norms, consumer attitude affects purchase intention more, yet the effects are opposite when they influence the WOM intentions. (3) Global identity impacts purchase intentions but not WOM intentions, whereas local identity influences both intentions.Originality/valueFindings indicate attitude, social influence and social identity play critical roles in affecting consumer behavioural intentions. Global identity and local identity play different roles in purchase intention and WOM intentions.

How to communicate typical–local foods to improve food tourism attractiveness

“…Geographical indications—such as protected designation of origin, protected geographical indication, and traditional speciality guaranteed—have gradually diffused as indicators of the intrinsic attributes of typical–local foods (e.g., quality, safety and authenticity) and may reassure consumers about their purchase decisions and provide them with a positive utility (Aprile et al, 2012; Likoudis et al, 2016). Specifically, geographical indications link a food product to territory and tradition, suggesting that food is part of the culture and custom of a local area or region (Chen, 2021). They also help to enhance local identity by transferring a cultural heritage to future generations and sharing this heritage with the rest of the world (Silvestri et al, 2020).…”

“…First, typical–local foods are often associated with sustainability, as they are more respectful of the environment and local community than nonlocal foods (Rushing & Ruehle, 2013; Sirieix et al, 2011). Second, geographical indications are appreciated by consumers since they stand for the close relationship between typical–local foods, territory and tradition, embracing the specific culture of a local area or region (Aprile et al, 2012; Chen, 2021; Dekhili et al, 2021; Likoudis et al, 2016). Finally, health benefits are often related to typical–local foods, and health motivation is considered an important antecedent of local food purchases (Delind, 2006; La Trobe, 2001).…”

“…Consumers show interest in typical–local foods because of their freshness, nutritional features and taste attributes (La Trobe, 2001; Zepeda & Deal, 2009), experiential value (Spielmann et al, 2018), sustainability (Rushing & Ruehle, 2013; Sirieix et al, 2011), healthiness (Delind, 2006; La Trobe, 2001) and strong linkage with their location. This is what makes typical–local foods cultural symbols and high‐quality signals for particular destinations (Aprile et al, 2012; Casalegno et al, 2020; Chen, 2021; Likoudis et al, 2016).…”

Guest editorial: Sustainable growth and development in the food and beverage sector

“…The current context is therefore a brilliant opportunity to delve into the social, political, cultural, economic and demographic behaviours and changes that are brought about by an environment of uncertainty, which is very sensitive (Chen, 2021). This special issue addresses the challenges of incorporating new technologies, their effects on food industries and people’s consumption.…”

Digital transformation for improving sustainable value of products and services from agri-food systems

“…A GI is an intellectual property mechanism that can be applied to both products and services, characterized by the place of origin where they were collected, produced or manufactured, which must involve elements of environmental, historical specificities, and sociocultural aspects of these places (Medeiros et al, 2016). In general, GI is currently seen and conceived as a protection system, a marketing tool, a rural development device and a means of conservation or preservation of the Earth's natural capital (Chen, 2021).…”