The role of intrinsic and extrinsic quality attributes on consumer behaviour for traditional food products

Abstract

PurposeThe purpose of this paper is to analyze the perceived quality of two traditional food products with protected designation of origin (PDO). Specifically, we study the influence of perceived quality of intrinsic attributes (e.g. colour, flavour, smell, appearance) and extrinsic attributes (e.g. brand, denomination of origin, and image of traditional product) on consumer satisfaction, loyalty and purchasing intention.Design/methodology/approachData were obtained using a structured questionnaire to consumers of both food products. After the fieldwork, a screening process was performed to obtain 223 (olive oil) and 251 (air‐cured ham) valid questionnaires. Structural equations model was applied to relate the perceived extrinsic and intrinsic quality with satisfaction, loyalty and purchasing intention.FindingsIn relation to the influence of intrinsic and extrinsic quality attributes we have found. First, for the new PDO of olive oil, the results reveal the existence of a significant influence of intrinsic perceived quality on satisfaction and loyalty. Nevertheless, no evidence has been found to support the link of extrinsic attributes on satisfaction and loyalty. Second, for the consolidated PDO of air‐cured ham our results show that the influence of intrinsic perceived quality on satisfaction and loyalty are not significant. In contrast, the influence of extrinsic perceived quality is significant in this case.Practical implicationsThe results of this paper suggest the need to promote and increase the consumer knowledge of brands protected under the PDO and specially the PDO itself.Originality/valueThis paper analyzes the quality concept, adopting a double dimensional perspective (intrinsic and extrinsic attributes).