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Predictors of Consumer Knowledge About Brand Origin on the Food Market

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  • Paweł Bryła

    (University of Lodz)

Abstract

This paper aims to identify selected characteristics of consumers which predict their knowledge about the origin of food brands. An online survey was conducted in a nationwide, representative sample of 1000 respondents aged 15 and more. Three measures of brand origin were used: (1) the distinction between domestic and foreign brands based on the location of production, (2) the distinction between domestic and foreign brands based on company ownership, and (3) the ability to provide the correct COO of the brand owner. Consumers tend to perceive food brands as domestic more often than it is in reality. If consumers do indicate a foreign origin of the brand, it is often a wrong foreign COO. In at least two regression models, consumer knowledge about brand origin was positively associated with higher education, low processing as a food-related lifestyle (FRL) item, being a man, age, and universalism Schwartz value. It was negatively affected by the importance attached to organic certificate as a food attribute. However, low values of determination coefficients suggest that it is hard to predict consumer knowledge in this area even if we have a wide range of consumer characteristics. Implications for marketing communications are discussed.

Suggested Citation

  • Paweł Bryła, 2025. "Predictors of Consumer Knowledge About Brand Origin on the Food Market," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-81962-9_60
    DOI: 10.1007/978-3-031-81962-9_60
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