Only from my backyard: Measuring region-of-origin effects on consumers' product evaluations and purchase intentions of non-branded seafood

Overview

Topic status: We're looking for students to study this topic.

In recent years, the country-of-origin (COO) research has been attacked from at least three angles:

  1. it is argued that the COO effect is no longer a major issue for international marketing operations (multinational production, global branding
  2. several studies empirically show that, for the most part, consumers do not know the correct COO of many often well-known brands
  3. in surveys on the use of COO as an informational cue, only a small proportion of respondents indicate that COO might have played some role in product choice.

While debate still rages in the COO sphere, little has been done in relation to Region-of-Origin (ROI) and specifically, non-branded products. This research examines whether knowledge of 'provenance' has a positive effect of product evaluations and accordingly intentions to purchase.

This VRES project will involve the construction of a detailed literature review.

Study level
Honours, Vacation research experience scholarship
Supervisors
QUT
Organisational unit

QUT Business School

Research area

Consumers and Markets

Keywords
provenance, local foods, food
Contact

Please contact the supervisor.