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

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.