Journal Article

“Made in France”: What impact does the label have on buying intention and willingness to pay?

Ingarao, Aurore, Zarrouk-Karoui, Sarra, Bernard, Yohan, Collange, Véronique

2020

Overview

This study focuses on the effect of the “Made in France” label of origin on buying intention and willingness to pay for a fast-moving consumer good (FMCG) according to two types of characteristics: those related to the brand (brand equity and brand origin) and those related to the individual (ethnocentrism and national identity). It draws on the theoretical framework of co-branding, considering that the “Made in France” label is similar to a co-brand that interacts with the product brand. An experiment conducted with 293 French consumers shows that the buying intention of the product increases significantly with the presence of the “Made in France” label, which is not the case for willingness to pay. This positive effect on buying intention is greater when (1) the product is signed by a brand whose brand equity is weak rather than strong, (2) the consumer’s ethnocentrism is high, and/or (3) the consumer is strongly attached to his/her French national identity. These results help to identify the conditions for the success of the strategy of indicating the national origin of the product.

• Publisher: EMS Éditions