Consumption behavior intention of geographical indication products: An extension of the theory of planned behavior

As indicators of reputation or other regional characteristics, geographical indication (GI) products are easily recognized by consumers and are more likely to be purchased than are non-GI products; further, they play an important role in promoting the development of a local economy. In this article we built a model of the mechanism of GI products to consumer behavior intention by introducing product perceived value and origin image as predictors. We empirically analyzed 316 questionnaires from Chinese consumers using structural equation modeling. Results showed that subjective norm, behavioral attitude, and perceived behavioral control all predicted consumption behavioral intentions for GI products. Furthermore, perceived product value and image of origin were identified as important factors driving consumer behavioral intention of GI products through behavioral attitude. This study provides a new perspective for understanding consumer behavioral intentions regarding GI products.