TY - JOUR
T1 - A closer look at geographical indicators: How food labels influence product values, authenticity and willingness to pay premium prices
AU - Ho, Kenneth Fu Xian
AU - Liu, Fang
AU - Tarabashkina, Liudmila
N1 - Funding Information:
Funding body: This research was funded by the Cooperative Research Centre for Honey Bee Products (CRCHBP/Program 4/Project 23/Project Leader: Dr Fang Liu), Australia.
Publisher Copyright:
© 2023, Emerald Publishing Limited.
PY - 2024/4/9
Y1 - 2024/4/9
N2 - Purpose: The effects of country-of-origin (COO) cues on product evaluations are well documented. However, research on the relative effects of COO compared to other geographical indicators, such as region-of-origin (ROO), on food purchases is still limited. This study investigates how geographical origin labels influence consumers' perceptions of product value and authenticity of foreign food, as well as subsequent purchase intention (PI) and willingness to pay premium prices (WTPPP). The moderating role of health consciousness on these relationships is also examined due to the coronavirus disease 2019 (COVID-19) pandemic. Design/methodology/approach: This study uses a between-subjects experimental design conducted with 300 middle- and high-income Chinese consumers aged between 25 and 50 years. Hypotheses were tested using structural equation modelling. Findings: Whilst under both COO and ROO cues, all five product values positively influenced consumers' WTPPP, only functional, economic and novelty values influenced PI. The ROO cue performed significantly better than the COO cue in eliciting functional, economic and novelty value perceptions, which triggered stronger PI and willingness to pay a premium price. These relationships were mediated by product authenticity (PA) and moderated by consumers' health consciousness (HC). Practical implications: Because food labels provide salient product information that facilitates consumers' evaluation of products, marketers should assess which product value perceptions they wish to enhance and then choose the appropriate geographical indicators for their labelling strategies. Originality/value: This study identifies the effects of COO and ROO cues on product values, authenticity, PI and WTPPP. It also provides valuable insights into the role of HC on consumers' purchase decisions, which also aids in understanding the impact of global crises on food purchases.
AB - Purpose: The effects of country-of-origin (COO) cues on product evaluations are well documented. However, research on the relative effects of COO compared to other geographical indicators, such as region-of-origin (ROO), on food purchases is still limited. This study investigates how geographical origin labels influence consumers' perceptions of product value and authenticity of foreign food, as well as subsequent purchase intention (PI) and willingness to pay premium prices (WTPPP). The moderating role of health consciousness on these relationships is also examined due to the coronavirus disease 2019 (COVID-19) pandemic. Design/methodology/approach: This study uses a between-subjects experimental design conducted with 300 middle- and high-income Chinese consumers aged between 25 and 50 years. Hypotheses were tested using structural equation modelling. Findings: Whilst under both COO and ROO cues, all five product values positively influenced consumers' WTPPP, only functional, economic and novelty values influenced PI. The ROO cue performed significantly better than the COO cue in eliciting functional, economic and novelty value perceptions, which triggered stronger PI and willingness to pay a premium price. These relationships were mediated by product authenticity (PA) and moderated by consumers' health consciousness (HC). Practical implications: Because food labels provide salient product information that facilitates consumers' evaluation of products, marketers should assess which product value perceptions they wish to enhance and then choose the appropriate geographical indicators for their labelling strategies. Originality/value: This study identifies the effects of COO and ROO cues on product values, authenticity, PI and WTPPP. It also provides valuable insights into the role of HC on consumers' purchase decisions, which also aids in understanding the impact of global crises on food purchases.
KW - Food labelling
KW - Health consciousness
KW - Premium price
KW - Product authenticity
KW - Product values
KW - Country-of-origin
KW - Region-of-origin
UR - https://www.scopus.com/pages/publications/85175828138
U2 - 10.1108/APJML-11-2022-0926
DO - 10.1108/APJML-11-2022-0926
M3 - Article
AN - SCOPUS:85175828138
SN - 1355-5855
VL - 36
SP - 837
EP - 861
JO - Asia Pacific Journal of Marketing and Logistics
JF - Asia Pacific Journal of Marketing and Logistics
IS - 4
ER -