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Impacts from Region-of-Origin Labeling on Consumer Product Perception and Purchasing Intention – Causal Relationships in a TPB based Model

Author

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  • Lorenz, Bettina A.
  • Hartmann, Monika
  • Simons, Johannes

Abstract

In this study, an extended TPB model is set up for purchasing behaviour of regional pork. It refers to research on organic food purchasing and on influences from region-of-origin labelling on product evaluation. Besides cognitive attitudes, subjective norms and perceived behavioural control, the model includes an element of personal norms and affective attitudes. Furthermore, identification with and perceived authenticity of a labelled region are considered. Empirical findings for 485 citizens of the German Federal State NRW imply that normative and affective determinants are most relevant for consumers’ purchasing intention. With respect to the impact of a stated region-of-origin, the identification with a region is a significant determinant of positive product evaluation by personal norms and affective attitudes. Respectively, the product-specific authenticity of a region determines cognitive attitudes towards the regional product.

Suggested Citation

  • Lorenz, Bettina A. & Hartmann, Monika & Simons, Johannes, 2014. "Impacts from Region-of-Origin Labeling on Consumer Product Perception and Purchasing Intention – Causal Relationships in a TPB based Model," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182975, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae14:182975
    DOI: 10.22004/ag.econ.182975
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    References listed on IDEAS

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    1. van Ittersum, Koert & Candel, Math J. J. M. & Meulenberg, Matthew T. G., 2003. "The influence of the image of a product's region of origin on product evaluation," Journal of Business Research, Elsevier, vol. 56(3), pages 215-226, March.
    2. Verbeke, Wim & Roosen, Jutta, 2009. "Market Differentiation Potential of Country-of-origin, Quality and Traceability Labeling," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(01), pages 1-16.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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    1. von Meyer-Höfer, Marie & Juarez Tijerino, Andrea Maria & Spiller, Achim, 2015. "Sustainable food consumption in China and India," GlobalFood Discussion Papers 198718, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.

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