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Consumer motives for buying regional products: the REGIOSCALE

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Abstract

Consumers are increasingly turning towards regional products (RP). The Consumer Ethnocentric Scale (CETSCALE) has been widely used to examine consumer motives for buying national and RPs. However, recent studies highlight that the CETSCALE alone does not adequately explain consumers’ intention to purchase RPs. This study adopted a mixed-method approach to provide an in-depth understanding of consumers’ motivations to buy RPs. A preliminary qualitative study based on twenty semi-structured interviews with German consumers, followed by two surveys, enabled the validation of a scale including three main drivers of consumers’ decision to purchase RPs: perceived eco-friendliness, superior quality, and territorial identity. The newly built Regional Scale (i.e., REGIOSCALE) and the CETSCALE were used to assess their explanatory power of consumers’ decision to purchase RPs. The findings reveal that the REGIOSCALE has a more substantial explanatory power of consumer decision to buy RPs than the CETSCALE.

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Data availability

Data are available upon request to the primary author Nadine Waehning by email (nadine.waehning@york.ac.uk).

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Authors and Affiliations

  1. Management School, University of York, York, YO10 5GD, UK

    Nadine Waehning

  2. Marketing Department, Audencia Business School, 8 Route de la Jonelière, 44312, Nantes, France

    Raffaele Filieri

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  1. Nadine Waehning
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  2. Raffaele Filieri
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Contributions

Nadine Waehning developed the idea and collected the data, and Raffaele Filieri analyzed them and helped in reviewing the literature and the writing of the paper. Nadine is listed as the first author due to her more consistent contribution to the paper.

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Correspondence to Raffaele Filieri.

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Appendix

Appendix

Table 6 Sociodemographic profile of interviewees
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Table 7 Motives for purchasing regional products. Qualitative analysis
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Table 8 Sociodemographic profile of respondents. German sample
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Table 9 Sociodemographic profile of respondents. French sample
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Table 10 Literature review on global, national, regional, and local products research
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Waehning, N., Filieri, R. Consumer motives for buying regional products: the REGIOSCALE. Mark Lett 33, 215–236 (2022). https://doi.org/10.1007/s11002-021-09572-w

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