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Analysis of Product-Country Image from Consumer’s Perspective: The Impact of Subjective Knowledge, Perceived Risk and Media Influence

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  • María del Mar Serrano-Arcos

    (Department of Economics and Business, University of Almería (CeiA3), CIMEDES. Ctra. Sacramento, s/n, 04120 Almería, Spain)

  • Raquel Sánchez-Fernández

    (Department of Economics and Business, University of Almería (CeiA3), CIMEDES. Ctra. Sacramento, s/n, 04120 Almería, Spain)

  • Juan Carlos Pérez-Mesa

    (Department of Economics and Business, University of Almería (CeiA3), CIMEDES. Ctra. Sacramento, s/n, 04120 Almería, Spain)

Abstract

Limited research has empirically explored the antecedents that explain product-country image in the context of international marketing. This topic is particularly important as consumers’ concerns about sustainability and the country of origin are relevant factors influencing purchase decisions relating to foreign products. This study addresses the gap by developing a causal relationship model to explain which are the main determinants of how consumers perceive product-country image on the basis of key aspects that define sustainability (environmental, social, quality/safety, and economic factors). This research is focused on the Spanish horticultural sector, Europe’s leading fresh produce supplier, which has historically experienced major crises that have affected its image abroad. The model is tested by using PLS-SEM on a sample of 303 consumers in Germany, one of the main destination markets of Spanish horticultural products. The results indicate that consumers’ subjective knowledge about image crises of the country and its products/services and consumers’ perceived risk of these products and information sources (organic and induced image) influence the formation of product-country image. The results have implications in the design of marketing campaigns and in the improvement of sustainable strategies for international companies.

Suggested Citation

  • María del Mar Serrano-Arcos & Raquel Sánchez-Fernández & Juan Carlos Pérez-Mesa, 2021. "Analysis of Product-Country Image from Consumer’s Perspective: The Impact of Subjective Knowledge, Perceived Risk and Media Influence," Sustainability, MDPI, vol. 13(4), pages 1-25, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2194-:d:501422
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