The Influence of Denomination of Origin on The Perception of Coffee Consumers: A Study with Brazilians And the French

Adriana Dossin, Fernanda Lazzari, Gabriel Sperandio Milan, Tatiana Piccin
DOI: https://doi.org/10.21529/RECADM.2019006

Abstract

Geographic indications of origin grant authenticity to their products, stimulating the local economy. In their variations, the Denomination of Origin (DO) is the only one to provide standardization of production methods, conceding quality to the final product. Brazilian’s DOs are used nationally; but they can be useful ininternational competitive advantage. Thus, the study analyzed the utilization of Denomination of Origin’s certificate on coffees from Cerrado Mineiro’s region and its effect on quality perception, reliability, purchase intention and the willingness of Brazilians and French consumers to pay for it. Hence, an experimental research with 3x2 factorial design was accomplished, considering three coffee package models, that only changed the presentation of “Made in Brazil” label and DO’s certificate. The sample consisted of 180 valid cases, of which 90 were French consumers and 90 were Brazilian. The results show that the aknowledgment of a certificated region affects in its influence over the product, both for Brazilian consumers and for French consumers.


Keywords

consumer behavior; product evaluation; denomination of origin; country of origin effect; multicultural study

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