The role of the moderating effect of regional affiliation on the influence of the perceived authenticity of the label of a traditional food product on the consumer's perceived value and purchase inten
(R2024-122666)

AUTHORS

BECHTEL SOKI, Université de Franche-Comté - Lab CREGO UR 7317; Koffi Hounkpedji, Institut Togolais de la Recherche Agronomique; Komlanvi Elom Gbetchi, Université de rennes, CNRS, CREM-UMR 6211

ABSTRACT

Based on the concept of the authenticity of traditional food product labels, this paper sets out to show their influence on the perceived value and purchase intention of consumers in sub-Saharan Africa. The study focuses on Sodabi, a traditional liqueur made by distilling palm wine and consumed in sub-Saharan Africa. To answer the main question, we consider regional affiliation as a variable moderating the links between the perceived authenticity of the label and the perceived value of the product, and purchase intention. We are currently administering an online and face-to- face questionnaire to a convenience sample of adults who have recently purchased the product under study. This research contributes to the marketing literature on the competitiveness of traditional agri-food products through the authenticity of their labels. It will help producers to better design their positioning, based on the authenticity perceived by consumers.