Labels and Trust: The “Europe” Brand and the Influence of Territory on Consumer/Citizen Behavioral Intentions[Labels et confiance : La marque Europe… quelle est l’influence du territoire sur le passage à l’acte du consommateur/citoyen ?]

This chapter examines how territory (local, national, European) influences consumer attitudes toward labels and ecolabels. Based on a qualitative study (a roundtable with 12 stakeholders) and correspondence analyses, it identifies trust as the central mediating variable in label evaluation. Europe is perceived as a credible supranational authority ensuring standards and certifications, yet national and regional origins remain decisive in purchase decisions, especially for products involving strong body proximity (food, cosmetics). The findings highlight the importance of institutional communication and clear indication of product origin. The chapter ultimately raises the question of whether a true "Europe Brand" could emerge beyond its normative role to become an identifiable and emotionally resonant territorial brand.