The effect of geographical indication product perception on purchase intention and willingness to pay: A comparison of generations X, Y, and Z

This study aims to examine the effects of geographical indication products on consumer behaviors, revealing the differences in purchase intention and willingness to pay among Generation X, Y, and Z. A literature review was conducted to gain insight into the perceptions of these three generations regarding geographical indication products, as well as the factors and behavioral tendencies that determine their purchasing inclination and willingness to pay. The population of the study consists of individuals from Generation X, Y, and Z residing in Turkey. An online survey, which included scales measuring demographic structure, geographical indication product perception, purchase intention related to geographical indication products, and willingness to pay, was answered by 388 participants. The findings indicate that consumers' perceptions of geographical indication products significantly impact their purchase intentions and willingness to pay, but when analyzed separately, the effect varies insignificantly across the generations. The uniqueness and quality perception offered by geographical indications play a crucial role in shaping consumers' attitudes toward these products. However, the results show that while geographical indication products create a positive effect on overall consumer perception and behavior, the intergenerational differences are limited. This research can assist brands in defining their marketing strategies and understanding the expectations of different generations, thereby enhancing the competitive strength of local producers. Additionally, it will contribute to promoting sustainable consumption habits, serving as an important resource for social and economic development. Keywords: Geographical Indication, Generation X, Generation Y, Generation Z, Purchase Intention, Willingness To Pay