Reassuringly British: consumer engagement with domestic products and brands

Abstract

PurposeThis paper investigates consumer engagement, evaluation and beliefs of domestic products and the influence of such associated attributes communicated via domestic COO labelling within the United Kingdom.Design/methodology/approachA visual ethnographic approach utilising the methods of autophotography and photo elicitation interviews was conducted to explore consumers' interaction with the domestic COO label and provenance advertising.FindingsThe results of photo elicitation interviews revealed both positive and negative cognitive, affective and normative implications of domestic provenance labelling of influence emerging within consumers.Research limitations/implicationsThe findings are applied to the context of the United Kingdom, with contextual limitations acknowledged of doing so. Convenience sampling limitations are also acknowledged.Practical implicationsThe findings provide UK-based FMCG manufacturers and retailers insight into the associated attributes of domestic brand and products interpreted by consumers, communicated via a COO label, to assist in their purchasing strategies.Originality/valueThis paper seeks to contribute towards the understanding of provenance labelling influence on consumers for products within the FMCGs sector, whilst specifically commenting upon attributes of reliance and influence that may assist navigation of changing priorities and national sentiments.