文章基本信息

标题：Dairy Products with Certification Marks: The Role of Territoriality and Safety Perception on Intention to Buy
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作者：Vincenzo Russo ; Margherita Zito ; Marco Bilucaglia 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2021
卷号：10
期号：10
DOI：10.3390/foods10102352
语种：English
出版社：MDPI Publishing
摘要：Over the years, the territorial origins of agri-food products have become a consolidated marketing model which stand as an alternative to mass production. References to territory, whether on packaging or in advertising, have become an increasingly popular way for marketers to differentiate products, by attributing specific characteristics to them, derived from specific cultural identities and traditions. The aim of this study is to capture the possible differences between two groups, Italian and French, in the perception and intention to buy products with certification marks. We tested a multi-group structural equations model, assessing the mediation of the Perceived Product Safety (PPS) between Packaging with reference to Territoriality (PT) and Intention to Buy (IB). Our findings show that in both groups PT has a positive association with IB and PPS and that PPS has a positive association with IB. The difference is the mediation of PPS, present only in the Italian group. This opens important considerations on the role of the perception of safety, particularly in the pandemic period, in the presentation of products, particularly in products with certification marks linked to sustainability and territoriality.
关键词：endairy products;territoriality;safety perception;intention to buy;multi-group analyses