Abstract
Purpose: In this work we develop an authenticity scale for food specialties considering both the subjective and the object-based dimensions of authenticity; we further measure its relationship with personality traits - such as consumer self-concept and identification with the product - (antecedents) as well as with the consumption intention (consequences).
Design/methodology/approach: Hypotheses were analyzed by means of a structural equation model using AMOS. Calculations were based on data collected through an online survey of 138 German respondents who were recruited by a consumer panel.
Findings: Both subjective and object-based perceived authenticity significantly influence the purchase intention. Object-based authenticity's role is mediated by the subjective authenticity, which is affected by the consumers self-identification with the product and personality traits such as determination and passion.
Research limitations/implications: The results presented in this paper will help to understand what influences the perception of authenticity of a traditional food product and how it affects purchase intentions. More influencing variables should be considered in future research, as well as other product groups. Repeated analyses considering larger samples are necessary to confirm the presented results.
Practical implications (if applicable): A deeper understanding of which psychological and social factors affect the perception of a product’s authenticity is important for creating appropriate marketing strategies.
Originality/value (mandatory): The proposed model attempts to explain consumer behavior by using existing psychological theories. Instead of dealing with either objective-based or individually-perceived authenticity dimensions, it considers both and tries to establish a linkage between them.