Region of origin of product and regional appeal of celebrity in food purchase

Abstract

Objective: Many studies show factors that have a positive impact on the intention to buy food, including the presence of stamps and certified and the endorsement of celebrities, both in isolation and combined with other factors. When it comes to studies that analyze the effects that both factors can have on the purchasing and consumer confidence, the number of studies in the national and international literature becomes incipient. This research aimed to identify the effects of the product origin region (POR) and the Regional Celebrity Appeal (RCP) on the confidence and intention to purchase food. Design/methodology/approach: A descriptive and inferential quantitative approach was used, using experimental research as a research strategy. Findings: From the theoretical point of view, even pointing out that the presence of stamps and certificates and endorsement of celebrity exert direct influence on trust and purchase intention, the research shows that there is no interaction between these constructs when it comes to commodities, indicating that other elections should be considered. Originality/value: The results found show that even if the presence of identification of the region of origin of the product or the endorsement of celebrity congruent with the region generate an identification in the consumer towards the product, this junction is not sufficient when analyzing the intention to purchase food products in the category of commodities. Thus, the empirical look suggests that, when analyzing the confidence and intention to purchase other products, such as artisanal food products, which naturally carry a greater relationship with the region where they are produced, these results may be different, more prone to established relationships, generating greater statistical significance.