Abstract
Limited research has empirically explored the antecedents that explain product-country image in the context of international marketing. This topic is particularly important as consumers’ concerns about sustainability and the country of origin are relevant factors influencing purchase decisions relating to foreign products. This study addresses the gap by developing a causal relationship model to explain which are the main determinants of how consumers perceive product-country image on the basis of key aspects that define sustainability (environmental, social, quality/safety, and economic factors). This research is focused on the Spanish horticultural sector, Europe’s leading fresh produce supplier, which has historically experienced major crises that have affected its image abroad. The model is tested by using PLS-SEM on a sample of 303 consumers in Germany, one of the main destination markets of Spanish horticultural products. The results indicate that consumers’ subjective knowledge about image crises of the country and its products/services and consumers’ perceived risk of these products and information sources (organic and induced image) influence the formation of product-country image. The results have implications in the design of marketing campaigns and in the improvement of sustainable strategies for international companies.
Highlights
Sustainability is a complex aspect, which has become a relevant issue among countries, industries, and citizens
Food crises, which are a main source of public concern, have led to the rapid presence of health alerts and image crises in the country of origin, that can result in the reluctance to buy specific foreign goods and services from suppliers that consumers consider to follow unsustainable
We focus on a particular product category that has been severely damaged in recent years by the influence risk and Product-Country Image (PCI), whereas induced image provided by the sources of information from organof the media
Summary
Sustainability is a complex aspect, which has become a relevant issue among countries, industries, and citizens. Many consumers are increasingly inclined to make informed purchasing decisions regarding goods and services that promote environmental, social, and economic sustainability [1] For this reason, organizations should incorporate sustainability criteria in the design of their products and services in order to reduce or even eliminate the negative outcomes arising out of economic, social, and environmental issues [2]. Negative publicity incidents involving unsustainable agricultural practices have been predominant in the market These incidents or events can result in crises of food origin and related to environmental, social, and economic problems. Food crises, which are a main source of public concern, have led to the rapid presence of health alerts and image crises in the country of origin, that can result in the reluctance to buy specific foreign goods and services from suppliers that consumers consider to follow unsustainable
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