Impacts from region-of-origin labeling on consumer product perception and purchasing intention – Causal relationships in a TPB based model

• TPB combined with RoO model proves suitable to model consumers’ purchase intention.
• Normative and affective processes are most relevant for consumers’ purchase intention.
• Consumers’ identification with a RoO determines personal norms and Affective Attitude.
• Authenticity of a RoO determines consumers’ cognitive evaluation of a RoO statement.
• Relevance of PBC indicates the need for increasing availability of regional products.

In this study, an extended TPB model is applied for analyzing consumers’ purchasing behavior of regional pork. In addition to cognitive attitudes, subjective norms and perceived behavioral control the model includes personal norms/Affective Attitudes. Furthermore, identification with and perceived authenticity of a labeled region-of-origin are considered as determinants of consumers’ product perception. Based on a sample of 483 consumers, living in the German Federal State North-Rhine Westphalia, the study shows that normative and affective behavioral determinants are most relevant for consumers’ purchasing intention. Moreover, identification with and authenticity of a region both have a significant influence on the personal norms/affective attitudes and on cognitive attitudes that consumers hold towards regional pork.