The impact of regional territorial claims on food purchase intention: The mediating role of perceived value

L’impact des niveaux de revendication territoriale régionale sur l’intention d’achat de produits alimentaires: Le rôle médiateur de la valeur perçue

Gauthier Casteran (), Emeline Martin () and Thomas Ruspil ()
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Gauthier Casteran: UNILIM - Université de Limoges, IAE Limoges - Ecole universitaire de management [Limoges], CREOP - Centre de Recherches sur l'Entreprise, les Organisations et le Patrimoine - GIO - Gouvernance des Institutions et des Organisations - UNILIM - Université de Limoges
Emeline Martin: UA - Université d'Angers, IAE Angers - Institut d'Administration des Entreprises (IAE) - Angers - UA - Université d'Angers, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Thomas Ruspil: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours, IUT Tours - Institut Universitaire de Technologie - Tours - UT - Université de Tours, UT - Université de Tours

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Abstract: This research focuses on consumer perceptions of the territorial claims made by a region brand on food product packaging. The aim is to study the impact of territorial claims–weak (simple mention of the place) and strong (label set up by the region to meet demanding specifications)–on purchase intention via perceived value. An experiment involving 186 respondents and manipulating the level of territorial claim (absence vs. weak vs. strong) shows that emotional perceived value mediates the impact of the presence of a territorial claim on purchase intention. However, this positive impact is no greater when the claim is strong. Thus, a weak territorial claim improves levels of perceived value (emotional dimension) and purchase intention just as much as a claim that justifies an accreditation process. However, a strong claim generates higher levels of price and social value than a weak claim.

Keywords: label; origine territoriale; produits localisés; valeur perçue; intention d’achat (search for similar items in EconPapers)
Date: 2025-05-14
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Published in 41ème Congrès de l’Association Française du Marketing (AFM), May 2025, Lille (France), France. https://www.afm-marketing.org/actes-du-congr%C3%A8s.html

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05075510

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