The Effect of Ethnocentrism on Product Evaluation and Purchase Intention: The Case of Extra Virgin Olive Oil (EVOO)

This study is framed within the concept of sustainability local foods such as extra virgin olive oil (EVOO) and considers effects country origin (COO) ethnocentrism relevant factors in decision making about product choice. Our work contributes to literature regarding food industry with main objective investigating how consumer may affect not only behavioral intention but also perception quality EVOO. The authors present paper developed this line research via a review existing literature, leading elaboration conceptual model proposed paper. was through laboratory experiment modeling behavior, raising series hypotheses, which were contrasted following different analyses conducted on data. Results obtained differences evaluation according label type, effect purchase intention, structural knowledge weight variables that influence making. Several guidelines conclusions are derived from these results, refer use COO information well satisfaction ethnocentrism. Understanding role played by products accordance their yield useful for producers.