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Exploring The Moderating Role of Consumer Ethnocentrism on Consumer Value Perceptions Towards Own-Country Geographic Indication (GI) Foods

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  • Perrea, Toula
  • Mamalis, Spyridon
  • Melfou, Katerina
  • Papanagiotou, Panoraia
  • Krystallis, Athanasios

Abstract

This work investigates Consumer Value (CV) perceptions towards certified own-country GI food products in the form of trade-offs between perceived Values (i.e. gains) and perceived Costs (i.e. losses) from the consumption of such products. Moreover, it explores the moderating role of Consumer Ethnocentrism (CE) in the way CV perceptions towards own-country GI foods develop. Findings prove the postulated assumption that the work explores, namely that CE operates as an antecedent construct to (positive) consumer attitudes towards own-country GI food products. Accordingly, consumers with high CE values see more perceived Values and less perceived Costs in the choice of own-country GI foods, associating higher overall CV perceptions towards such products compared to consumers who hold weaker CE values.

Suggested Citation

  • Perrea, Toula & Mamalis, Spyridon & Melfou, Katerina & Papanagiotou, Panoraia & Krystallis, Athanasios, 2015. "Exploring The Moderating Role of Consumer Ethnocentrism on Consumer Value Perceptions Towards Own-Country Geographic Indication (GI) Foods," 145th Seminar, April 14-15, 2015, Parma, Italy 200229, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa145:200229
    DOI: 10.22004/ag.econ.200229
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    3. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    4. Jones, Michael A. & Mothersbaugh, David L. & Beatty, Sharon E., 2002. "Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes," Journal of Business Research, Elsevier, vol. 55(6), pages 441-450, June.
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    Cited by:

    1. Martha Tampaki & Georgia Koutouzidou & Athanasios Ragkos & Katerina Melfou & Ioannis A. Giantsis, 2022. "Eco-Value and Public Perceptions for Indigenous Farm Animal Breeds and Local Plant Varieties, Focusing on Greece," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    2. Zhi Zhang & Zhaoying Yang & Jiang Gu & Moon-Seop Kim, 2023. "How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence," Sustainability, MDPI, vol. 15(7), pages 1-19, March.
    3. Ruth, Taylor K. & Rumble, Joy N. & Settle, Quisto, 2016. "Narrowing the Gap: Preference and Awareness of Florida Strawberries," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.

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    Keywords

    Agricultural and Food Policy; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;
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