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Miguel, L. & Marques, S. (N/A). Exploring purchase behavior of country of origin labelled products using the theory of planned behavior: testing the moderating effect of product category. In EIRASS-Recent Advances in retailing and consumer services. Funchal

L. P. Miguel and S. M. Marques,  "Exploring purchase behavior of country of origin labelled products using the theory of planned behavior: testing the moderating effect of product category", in EIRASS-Recent Advances in retailing and consumer services, Funchal, N/A, vol. N/A

@inproceedings{miguelN/A_1721748562524,
	author = "Miguel, L. and Marques, S.",
	title = "Exploring purchase behavior of country of origin labelled products using the theory of planned behavior: testing the moderating effect of product category",
	booktitle = "EIRASS-Recent Advances in retailing and consumer services",
	year = "N/A",
	editor = "",
	volume = "N/A",
	number = "",
	series = "",
	publisher = "",
	address = "Funchal",
	organization = "EIRASS"
}

TY  - CPAPER
TI  - Exploring purchase behavior of country of origin labelled products using the theory of planned behavior: testing the moderating effect of product category
T2  - EIRASS-Recent Advances in retailing and consumer services
VL  - N/A
AU  - Miguel, L.
AU  - Marques, S.
PY  - N/A
CY  - Funchal
AB  - Due to a crescent globalisation of the food market and demand of quality insurance by
the consumers, producers and retailers have adopted strategies to certify products and
increase sales. Considering the number of customers demanding some kind of
certification, manufacturers and retailers are increasingly under (economic) pressure to
become somehow, certified. For this and in order to ensure consumer demand for food
product quality and safety, a growing attention has been placed on labelling strategies
dealing with traceability and origin certification. Apart from the conventional country of
origin general labelling – Produced in Portugal, retail chains developed their own
labelling strategies based on the origin of food as it is the case of the “Continente Clube
de Produtores (Continente Producers Club)
Both cues -“Produce in Portugal” and “Continente Producers club”- are used to
differentiate quality in various product categories, applying to the consumer’s
ethnocentrism character. The consumers ethnocentrism and how they evaluate and
differentiate both the above labels is not yet fully studied in Portugal.
The aim of this work is to use the theory of Planned Behaviour to evaluate how
Ethnocentrism influence the purchase intention of Portuguese labelled food products. It
will be tested the moderating effects of Product Category and label (retail “Continente
producers club”/conventional Country of origin labelled) and product category (“vice” or
“virtue”) on actual purchase behaviour.
With this work, it is expected to shed some light into the way how consumers evaluate
food under country of origin direct or indirect label cues. This could present some
guidelines to adjust consumer communication for both producers and retailers.
ER  -