the impact of attitude toward the region on preference for regional products: mediating role of perceived value

In today s world, regional marketing is a crucial strategy for enhancing local economies andfostering cultural connections. however, numerous challenges exist regarding the impact ofattitudes toward a region on the intention to purchase regional products. many consumers lacka positive attitude due to insufficient knowledge of the features and benefits of these products,leading to decreased purchase intention and sales. weak branding and the inability to highlightunique benefits are significant challenges. many regional producers fail to properly introducetheir products to the market, resulting in negative consumer attitudes. concerns about quality,stemming from inadequate standards or lack of guarantees, also deter purchases. researchshows that perceived value and consumer preferences are critical factors influencing attitudesand purchase intentions. managing these factors is a fundamental challenge. regional productsmust compete with non-regional products, which often have more recognized brands and greatermarketing resources, weakening consumer attitudes toward regional products. rapidly changingconsumer preferences require regional products to adapt quickly. failure to align with thesepreferences can decrease purchase intention. cultural differences among consumers lead tovarying attitudes and may directly impact purchase intention. media and advertising shapeconsumer attitudes, and a lack of effective advertising strategies to highlight the benefits ofregional products is a major challenge. trust in local producers plays a vital role in purchaseintention; if consumers do not trust local producers, their intention to buy regional productsdecreases. understanding the quality and price of regional products compared to non-regionalones significantly influences purchase intention. perceived lower quality or higher prices reducepurchase intention. environmental and sustainability concerns can drive interest in regionalproducts, but insufficient information or advertising can hinder this inclination.