GenZ Willingness to Purchase Products with Geographical Indications

Yıl 2019, , 299 - 325, 15.11.2019

Zanete Garantı

https://doi.org/10.25294/auiibfd.649273

Cited By: 3

Öz

Conceptual model
was proposed to test impact of (a) culture and traditions, (b) health benefits,
(c) perceived quality and safety and (d) rural development indicators of
traditional food product carrying geographical indication on consumer
willingness to purchase, as well as mediating role of trust amongst GenZ
customers. Results demonstrate that perceived health and safety, as well as
culture and traditions of hellim / halloumi cheese are the most important
predictors of trust in hellim / halloumi geographical indication. Trust, in
turn, is significant determinant of willingness to purchase hellim / halloumi
cheese with geographical indication, indicating that trust plays partial
mediator role in the proposed relationship.

Anahtar Kelimeler

traditional food, GenZ, geographical indications, willingness to purchase

Z Kuşağı’nın Coğrafi İşaretli Ürünleri Satın Alma Eğilimi

Öz

Bu araştırmada,
coğrafi işaretli geleneksel gıda ürünlerinin (a) kültür, gelenek ve görenekler,
(b) sağlık faydaları, (c) algılanan kalite ve güvenlik ile (d) kırsal kalkınma
göstergelerinin tüketici satın alma eğilimi üzerindeki etkilerinin yanı sıra, Z
Kuşağı müşterileri arasındaki arabuluculuk rolünü ölçmek amacıyla bir kavramsal
model önerilmektedir. Sonuçlar hellim peynirinin algılanan sağlık ve güvelik,
ayrıca kültür, gelenek ve göreneklerinin, hellimin coğrafi işaretine olan
güvenin en önemli ön göstergeleri olduğunu ortaya koymaktadır.     Bir diğer taraftan güven, coğrafi işaretli
hellim peynirini satın alma eğilimini belirleyen önemli bir etken olarak
karşımıza çıkmaktadır. Bu da güvenin, öngörülen ilişkide kısmi bir arabuluculuk
rolü oynadığını göstermektedir.

Anahtar Kelimeler

: geleneksel yemekler, Z Kuşağı, coğrafi işaretler, satın alma eğilimi

Kaynakça

• Adinolfi, F., De Rosa, M. and Trabalzi, F., 2011. Dedicated and generic marketing strategies: The disconnection between geographical indications and consumer behavior in Italy. British Food Journal, 113(3), 419-435.
• Aggarwal, R., Singh, H. and Prashar, S., 2014. Branding of geographical indications in India: A paradigm to sustain its premium value. International Journal of Law and Management, 56(6), 431-442.
• Allaire, G., Casabianca, F. and Thévenod-Mottet, E., 2011. Geographical origin: A complex feature of agro-food products. Labels of origin for food: local development, global recognition, 1-12.
• Antonini, E., Farina, A., Leone, A., Mazzara, E., Urbani, S., Selvaggini, R., Servili, M. and Ninfali, P., 2015. Phenolic compounds and quality parameters of family farming versus protected designation of origin (PDO) extra-virgin olive oils. Journal of Food Composition and Analysis, 43, 75-81.
• Aprile, M.C., Caputo, V. and Nayga Jr, R.M., 2012. Consumers' valuation of food quality labels: the case of the European geographic indication and organic farming labels. International Journal of Consumer Studies, 36(2), 158-165.
• Asif, M., Xuhui, W., Nasiri, A. and Ayyub, S., 2018. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Quality and Preference, 63, 144-150.
• Balogh, P., Békési, D., Gorton, M., Popp, J. and Lengyel, P., 2016. Consumer willingness to pay for traditional food products. Food Policy, 61, 176-184.
• Barham, E. and Sylvander, B. eds., 2011. Labels of origin for food: local development, global recognition. Cabi.
• Baron, R.M. and Kenny, D.A., 1986. The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), p.1173.
• Barska, A. and Wojciechowska-Solis, J., 2018. Traditional and regional food as seen by consumers–research results: the case of Poland. British Food Journal, 120(9), 1994-2004.
• Belletti, G., Marescotti, A. and Brazzini, A., 2017. Old world case study: The role of protected geographical indications to foster rural development dynamics: The case of Sorana Bean PGI. In The importance of place: Geographical indications as a tool for local and regional development (pp. 253-276). Springer, Cham.
• Belletti, G., Marescotti, A., Sanz-Cañada, J. and Vakoufaris, H., 2015. Linking protection of geographical indications to the environment: Evidence from the European Union olive-oil sector. Land Use Policy, 48, 94-106.
• Belletti, Giovanni, Tunia Burgassi, Andrea Marescotti, and Silvia Scaramuzzi. "The effects of certification costs on the success of a PDO/PGI." Quality management in food chains, Wageningen (2007): 107-121.
• Benavente, D., 2010. The Economics of Geographical Indications: GIs modeled as club assets (No. 10/2010). Graduate Institute of International and Development Studies Working Paper.
• Bessière, J., 1998. Local development and heritage: traditional food and cuisine as tourist attractions in rural areas. Sociologia ruralis, 38(1), 21-34.
• Biénabe, E. and Marie-Vivien, D., 2017. Institutionalizing geographical indications in southern countries: lessons learned from Basmati and Rooibos. World Development, 98, 58-67.
• Blackwell, M., 2007. The relationship of geographical indications with real property valuation and management. Property Management, 25(2), 193-203.
• Bowen, S. and Zapata, A.V., 2009. Geographical indications, terroir, and socioeconomic and ecological sustainability: The case of tequila. Journal of rural studies, 25(1), 108-119.
• Bramley, C., Biénabe, E. and Kirsten, J., 2009. The economics of geographical indications: towards a conceptual framework for geographical indication research in developing countries. The economics of intellectual property, 109.
• Brislin, R.W., 1970. Back-translation for cross-cultural research. Journal of cross-cultural psychology, 1(3), 185-216.
• Brščić, K., Šugar, T. and Poljuha, D., 2017. An empirical examination of consumer preferences for honey in Croatia. Applied Economics, 49(58), 5877-5889.
• Bryła, P., 2015. The role of appeals to tradition in origin food marketing. A survey among Polish consumers. Appetite, 91, 302-310.
• CALBOLI, I. and GERVAIS, D., 2016. The Socio-Economic Aspects of Geographical Indications of Origin.
• Caputo, V., Sacchi, G. and Lagoudakis, A., 2018. Traditional Food Products and Consumer Choices: A Review. In Case Studies in the Traditional Food Sector (pp. 47-87).
• Cei, L., Stefani, G., Defrancesco, E. and Lombardi, G.V., 2018. Geographical indications: A first assessment of the impact on rural development in Italian NUTS3 regions. Land Use Policy, 75, 620-630.
• Cerjak, M., Haas, R., Brunner, F. and Tomić, M., 2014. What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews. British Food Journal, 116(11), 1726-1747.
• Charters, S. and Spielmann, N., 2014. Characteristics of strong territorial brands: The case of champagne. Journal of Business Research, 67(7), 1461-1467.
• Choi, Y.K., Yoon, S. and Lacey, H.P., 2013. Online game characters' influence on brand trust: Self-disclosure, group membership, and product type. Journal of Business Research, 66(8), 996-1003.
• Cyprus Halloumi/ Hellim cheese set to receive Protected Designation of Origin status (2015), available at: europa.eu/rapid/press-release_IP-15-5448_en.pdf (access 2 September, 2018).
• Delgado-Ballester, E. and Luis Munuera-Alemán, J., 2001. Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
• Deselnicu, O.C., Costanigro, M., Souza-Monteiro, D.M. and McFadden, D.T., 2013. A meta-analysis of geographical indication food valuation studies: what drives the premium for origin-based labels?. Journal of Agricultural and Resource Economics, 204-219.
• Dias, C. and Mendes, L., 2017. Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Traditional Speciality Guaranteed (TSG): A bibiliometric analysis. Food Research International.
• Dimara, E. and Skuras, D., 2003. Consumer evaluations of product certification, geographic association and traceability in Greece. European journal of marketing, 37(5/6), 690-705.
• Dimara, E. and Skuras, D., 2005. Consumer demand for informative labeling of quality food and drink products: a European Union case study. Journal of consumer marketing, 22(2), 90-100.
• Dokuzlu, S., 2016. Geographical indications, implementation and traceability: Gemlik table olives. British Food Journal, 118(9), 2074-2085.
• Durand, C. and Fournier, S., 2017. Can geographical indications modernize Indonesian and Vietnamese agriculture? Analyzing the role of national and local governments and producers’ strategies. World Development, 98, 93-104.
• Düsterhöft, E. M., Engels, W., & Huppertz, T. (2017). Gouda and Related Cheeses. In Cheese (pp. 865-888). Academic Press.
• Emerson, R.W., 2015. Convenience sampling, random sampling, and snowball sampling: How does sampling affect the validity of research?. Journal of Visual Impairment & Blindness (Online), 109(2), p.164.
• Ergeneli, A., Arı, G.S. and Metin, S., 2007. Psychological empowerment and its relationship to trust in immediate managers. Journal of business research, 60(1), 41-49.
• Espejel, J., Fandos, C. and Flavian, C., 2008. Consumer satisfaction: A key factor of consumer loyalty and buying intention of a PDO food product. British Food Journal, 110(9), 865-881.
• Espejel, J., Fandos, C. and Flavián, C., 2011. Antecedents of consumer commitment to a PDO wine: An empirical analysis of Spanish consumers. Journal of wine research, 22(3), 205-225.
• European Commission Trade Policy (2017), available at: http://ec.europa.eu/trade/policy/accessing-markets/intellectual-property/geographical-indications/ (access 12 June, 2018).
• Fandos Herrera, C. and Flavián Blanco, C., 2011. Consequences of consumer trust in PDO food products: the role of familiarity. Journal of Product & Brand Management, 20(4), 282-296.
• Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M. and Galán-Ladero, M.M., 2018. The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism. Food Quality and Preference, 64, 138-147.
• Fotopoulos, Christos, and Athanasios Krystallis. "Quality labels as a marketing advantage: The case of the “PDO Zagora” apples in the Greek market." European Journal of marketing 37, no. 10 (2003): 1350-1374.
• Galli, F., Venturi, F., Bartolini, F., Gava, O., Zinnai, A., Chiara, S., Andrich, G. and Brunori, G., 2017. Shaping food systems towards improved nutrition: a case study on Tuscan Bread Protected Designation of Origin. International Food and Agribusiness Management Review, 20(4), 533-552.
• Garanti, Z., & Berberoglu, A. (2018). Cultural Perspective of Traditional Cheese Consumption Practices and Its Sustainability among Post-Millennial Consumers. Sustainability, 10(9), 3183.
• Garanti, Z., 2016, April. MARKETING HELLIM/HALLOUMI CHEESE: A COMPARATIVE STUDY OF NORTHERN AND SOUTHERN CYPRUS. In Economic Science for Rural Development Conference Proceedings (No. 43).
• Garavaglia, C. and Mariani, P., 2017. How Much Do Consumers Value Protected Designation of Origin Certifications? Estimates of willingness to Pay for PDO Dry‐Cured Ham in Italy. Agribusiness, 33(3), 403-423.
• Grasseni, C., 2016. Of Cheese and Ecomuseums: Food as Cultural Heritage in the Northern Italian Alps 1. In Edible Identities: Food as Cultural Heritage (pp. 55-66). Routledge.
• Guerrero, L., Claret, A., Verbeke, W., Enderli, G., Zakowska-Biemans, S., Vanhonacker, F., Issanchou, S., Sajdakowska, M., Granli, B.S., Scalvedi, L. and Contel, M., 2010. Perception of traditional food products in six European regions using free word association. Food quality and preference, 21(2), 225-233.
• Hajli, N., Sims, J., Zadeh, A.H. and Richard, M.O., 2017. A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133-141.
• Hassan, H.F., Dimassi, H. and Karam, Z.N., 2018. Self-reported food safety knowledge and practices of Lebanese food handlers in Lebanese households. British Food Journal, 120(3), 518-530.
• Herrera, F. C. and Flavián Blanco, C., 2011. Consequences of consumer trust in PDO food products: the role of familiarity. Journal of Product & Brand Management, 20(4), 282-296.
• Hong, S.T. and Kang, D.K., 2006. Country‐of‐origin influences on product evaluations: The impact of animosity and perceptions of industriousness brutality on judgments of typical and atypical products. Journal of Consumer psychology, 16(3), 232-239.
• How Generation Z will change the world (2018), available at: http://time.com/5250542/generation-z/ (access 1 September, 2018).
• Ilbery, B., Kneafsey, M. and Bamford, M., 2000. Protecting and promoting regional speciality food and drink products in the European Union. Outlook on Agriculture, 29(1), 31-37.
• Insch, A. and Jackson, E., 2014. Consumer understanding and use of country-of-origin in food choice. British Food Journal, 116(1), 62-79.
• Jager, C.E., 2017. A question of trust: The pursuit of consumer trust in the financial sector by means of EU legislation. Journal of Consumer Policy, 40(1), 25-49.
• Jena, P.R. and Grote, U., 2010. Changing institutions to protect regional heritage: a case for geographical indications in the Indian agrifood sector. Development Policy Review, 28(2), 217-236.
• Jiménez, N. and San Martín, S., 2014. The mediation of trust in country-of-origin effects across countries. Cross Cultural Management, 21(2), 150-171.
• Josling, T., 2006. The war on terroir: geographical indications as a transatlantic trade conflict. Journal of agricultural economics, 57(3), 337-363.
• Keeling, K., McGoldrick, P. and Beatty, S., 2010. Avatars as salespeople: Communication style, trust, and intentions. Journal of Business Research, 63(8), 793-800.
• KIBSO (2013), available at: http://kibso.org/index.php/tr/14-banner/983-ktso-belgelendirme-birimi.html (access 12 September, 2018).
• Kos Skubic, M., Erjavec, K. and Klopčič, M., 2018. Consumer preferences regarding national and EU quality labels for cheese, ham and honey: The case of Slovenia. British Food Journal, 120(3), 650-664.
• Kos Skubic, M., Erjavec, K., Ule, A. and Klopčič, M., 2018. Consumers' hedonic liking of different labeled and conventional food products in Slovenia. Journal of Sensory Studies, p.e12444.
• Krystallis, A. and Chryssohoidis, G., 2005. Consumers' willingness to pay for organic food: Factors that affect it and variation per organic product type. British Food Journal, 107(5), 320-343.
• Kumar, A., Lee, H.J. and Kim, Y.K., 2009. Indian consumers' purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521-527.
• Lai, C.K. and Cheng, E.W., 2016. Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1), 67-76.
• Lee, R. and Mazodier, M., 2015. The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects. European Journal of Marketing, 49(5/6), 919-942.
• Lee, S., Ko, E., Chae, H. and Minami, C., 2017. A study of the authenticity of traditional cultural products: focus on Korean, Chinese, and Japanese consumers. Journal of Global Scholars of Marketing Science, 27(2), 93-110.
• Li, Q., Long, R. and Chen, H., 2017. Empirical study of the willingness of consumers to purchase low-carbon products by considering carbon labels: A case study. Journal of Cleaner Production, 161, 1237-1250.
• Likoudis, Z., Sdrali, D., Costarelli, V. and Apostolopoulos, C., 2016. Consumers’ intention to buy protected designation of origin and protected geographical indication foodstuffs: the case of G reece. International Journal of Consumer Studies, 40(3), 283-289.
• Lim, W.M., Yong, J.L.S. and Suryadi, K., 2014. Consumers’ perceived value and willingness to purchase organic food. Journal of Global Marketing, 27(5), 298-307.
• Löker, B. G., Amoutzopoulos, B., Özge Özkoç, S., Özer, H., Şatir, G. and Bakan, A., 2013. A pilot study on food composition of five Turkish traditional foods. British Food Journal, 115(3), 394-408.
• Martinelli, E., De Canio, F., Marchi, G. and Nardin, G., 2017. Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty. In Advances in National Brand and Private Label Marketing (pp. 65-72). Springer, Cham.
• Maye, D., Kirwan, J., Schmitt, E., Keech, D. and Barjolle, D., 2016. PDO as a mechanism for reterritorialisation and Agri-Food governance: A comparative analysis of cheese products in the UK and Switzerland. Agriculture, 6(4), p.54.
• Meet Generation Z (2017), availabe at: https://www.businessinsider.com/generation-z-profile-2017-9 (access 1 September, 2018).
• Morgan, R.M. and Hunt, S.D., 1994. The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.
• Ou, Y.C. and Verhoef, P.C., 2017. The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 80, 106-115.
• Phau, I., Sequeira, M. and Dix, S., 2009. Consumers' willingness to knowingly purchase counterfeit products. Direct Marketing: An International Journal, 3(4), 262-281.
• Power, J., Whelan, S. and Davies, G., 2008. The attractiveness and connectedness of ruthless brands: the role of trust. European Journal of Marketing, 42(5/6), 586-602.
• Quiñones Ruiz, X.F., Forster, H., Penker, M., Belletti, G., Marescotti, A., Scaramuzzi, S., Broscha, K., Braito, M. and Altenbuchner, C., 2018. How are food Geographical Indications evolving?–An analysis of EU GI amendments. British Food Journal, 120(8), 1876-1887.
• Rempel, J.K., Holmes, J.G. and Zanna, M.P., 1985. Trust in close relationships. Journal of personality and social psychology, 49(1), p.95.
• Roselli, L., Giannoccaro, G., Carlucci, D. and De Gennaro, B., 2018. EU quality labels in the Italian olive oil market: How much overlap is there between geographical indication and organic production?. Journal of Food Products Marketing, 24(6), 784-801.
• Roy, H., Hall, C.M. and Ballantine, P.W., 2017. Trust in local food networks: The role of trust among tourism stakeholders and their impacts in purchasing decisions. Journal of Destination Marketing & Management, 6(4), 309-317.
• Schröck, R., 2014. Valuing country of origin and organic claim: a hedonic analysis of cheese purchases of German households. British Food Journal, 116(7), 1070-1091.
• Skuras, D. and Vakrou, A., 2002. Consumers’ willingness to pay for origin labelled wine: a Greek case study. British Food Journal, 104(11), 898-912.
• Stasi, A., Nardone, G., Viscecchia, R. and Seccia, A., 2011. Italian wine demand and differentiation effect of geographical indications. International Journal of Wine Business Research, 23(1), 49-61.
• Stolzenbach, S., Bredie, W.L. and Byrne, D.V., 2013. Consumer concepts in new product development of local foods: Traditional versus novel honeys. Food Research International, 52(1), 144-152.
• Tellström, R., Gustafsson, I.B. and Mossberg, L., 2006. Consuming heritage: The use of local food culture in branding. Place Branding, 2(2), 130-143.
• Teuber, R., 2010. Geographical indications of origin as a tool of product differentiation: The case of coffee. Journal of International Food & Agribusiness Marketing, 22(3-4), 277-298.
• Teuber, R., 2011. Consumers' and producers' expectations towards geographical indications: Empirical evidence for a German case study. British Food Journal, 113(7), 900-918.
• Tomescu, A.M., 2015. CONSUMER'S AWARENESS OF TRADITIONAL FOOD LABELING-A LOCAL PERSPECTIVE. Annals of the University of Oradea, Economic Science Series, 24(2).
• Tonkin, E., Wilson, A.M., Coveney, J., Webb, T. and Meyer, S.B., 2015. Trust in and through labelling–a systematic review and critique. British Food Journal, 117(1), 318-338.
• Tosato, Andrea. "The protection of traditional foods in the EU: traditional specialities guaranteed." European Law Journal 19, no. 4 (2013): 545-576.
• Trichopoulou, A., Soukara, S. and Vasilopoulou, E., 2007. Traditional foods: a science and society perspective. Trends in Food Science & Technology, 18(8), 420-427.
• Van Caenegem, W. and Cleary, J. eds., 2017. The importance of place: Geographical indications as a tool for local and regional development (Vol. 58). Springer.
• Van Ittersum, K., Candel, M.J. and Meulenberg, M.T., 2003. The influence of the image of a product's region of origin on product evaluation. Journal of Business research, 56(3), 215-226.
• Vanhonacker, F., Lengard, V., Hersleth, M. and Verbeke, W., 2010. Profiling European traditional food consumers. British food journal, 112(8), 871-886.
• Verbeke, W., 2013. Food quality policies and consumer interests in the EU. In Consumer attitudes to food quality products (pp. 13-22). Wageningen Academic Publishers, Wageningen.
• Verbeke, W., Pieniak, Z., Guerrero, L. and Hersleth, M., 2012. Consumers’ awareness and attitudinal determinants of European Union quality label use on traditional foods. Bio-based and Applied Economics, 1(2), 213-229.
• Wein, E.E., Freeman, M.M. and Makus, J.C., 1996. Use of and preference for traditional foods among the Belcher Island Inuit. Arctic, 256-264.
• Welz, G., 2013. Contested Origins: Food Heritage and the European Union's Quality Label Program. Food, Culture & Society, 16(2), 265-279.
• Welz, G., 2018. Assembling halloumi: contesting the EU’s food quality label policy in the Republic of Cyprus. In Agri-environmental Governance as an Assemblage (pp. 86-100). Routledge.
• Zhao, X., Kneafsey, M. and Finlay, D., 2016. Food safety and Chinese geographical indications. British Food Journal, 118(1), 217-230.