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Drivers of Geographical Indication (GI) Tags’ Adoption Among Cashew Feni Producers: Extending the Theory of Planned Behaviour Using PLS-SEM

Author

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  • Sitaram Sukthankar

    (Post Graduate Department of Commerce, Government College of Arts, Science and Commerce, Khandola, Marcela 403107, Goa, India)

  • Relita Fernandes

    (Post Graduate Department of Commerce, Government College of Arts, Science and Commerce, Khandola, Marcela 403107, Goa, India)

  • Shilpa Korde

    (Department of Commerce, Rosary College of Commerce and Arts, Navelim 403707, Goa, India)

  • Sadanand Gaonkar

    (Goa Business School, Goa University, Taleigao 403206, Goa, India)

  • Vikas Sharma

    (Post Graduate Department of Commerce, Government College of Arts, Science and Commerce, Khandola, Marcela 403107, Goa, India)

Abstract

This study explores the factors influencing the willingness of Cashew Feni producers to adopt GI certifications, delving deeper into the behavioural factors. This study is guided by the extended Theory of Planned Behaviour. This study was conducted in Goa, India, from June 2024 to January 2025 using a quantitative approach. Face-to-face interviews using structured questionnaires were conducted with Cashew Feni producers actively producing, processing, and distributing Feni in the key production regions. A total of 200 producers were approached, and after validation, 148 responses were considered valid for analysis. The respondents were chosen using a stratified random sampling method. This study employed Partial Least Squares-based Structural Equation Modelling (PLS-SEM) in the SmartPLS 4 software to analyse the data. This study found that attitude is a strong predictor significantly driving adoption. Perceived economic benefits also impact attitudes and directly affect the willingness to adopt GIs, emphasising the role of economic factors. Additionally, awareness influences attitudes and subjective norms, indicating that informed producers are likelier to have a positive attitude towards GI adoption. This study also found a significant impact of subjective norms on attitudes and perceived behavioural control. These insights can assist policy formulation and boost sustainable growth and cultural preservation.

Suggested Citation

  • Sitaram Sukthankar & Relita Fernandes & Shilpa Korde & Sadanand Gaonkar & Vikas Sharma, 2025. "Drivers of Geographical Indication (GI) Tags’ Adoption Among Cashew Feni Producers: Extending the Theory of Planned Behaviour Using PLS-SEM," World, MDPI, vol. 6(3), pages 1-25, September.
    • Handle: RePEc:gam:jworld:v:6:y:2025:i:3:p:119-:d:1739017
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    References listed on IDEAS

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