TOKLU, İsmail Tamer Artvin Çoruh Üniversitesi - Hopa İktisadi ve İdari Bilimler Fakültesi, Turkey , USTAAHMETOĞLU, Erol Recep Tayyip Erdoğan Üniversitesi - İktisadi ve İdari Bilimler Fakültesi, Turkey , ÖZTÜRK KÜÇÜK, Hilal Artvin Çoruh Üniversitesi - Hopa İktisadi ve İdari Bilimler Fakültesi, Turkey

Consumers Perception of Product with Geographical Indication and Willingness to Pay More: A Structural Equation Modeling Approach

25785

As an intellectual property right, geographical indications are signs showing an exclusive quality, celebrity or other attributes specified with a territory, area, region or country of its origin. This study aims to evaluate consumers perceptions toward products with geographical indication and their willingness to pay a premium price for these types of products. The data of the model proposed for this aim were collected by convenience sampling method with face to face questionnaire. PLS (Partial Least Squares Method) was used to analyze the data. The main findings of the study are as follows, culture and tradition and quality and safety affect the consumers perceptions towards geographical indication. This perception also affects the willingness to pay more for products with geographical indication. On the other hand, economic support does not affect the consumers perceptions with geographical indication. The results of this study provide valuable and important information to producers to determine effective marketing strategies to obtain a competitive advantage

145

Geographical Indications , Consumers Perceptions , Willingness to Pay a Price Premium

Journal Of Management an‎d Economics

161