Consumers’ Trust in Food Quality and Willingness to Pay More for National Parks’ Brands: Preliminary Evidence From Italy

Valerio Temperini, Yam Limbu, Chinnappa Jayachandran

Research output: Contribution to journalArticle

5 Scopus citations


In Italy, national parks allow the use of their brand logo and name on the labels of food products produced by firms located within the national parks. However, no empirical research has yet investigated the impact of national park brands on consumers’ attitudes and behaviors. Hence, this empirical study explores the factors that influence consumer trust in food quality and their willingness to pay premium prices for the national park brands. Results from a survey involving a sample of 227 Italian consumers suggest that women and younger consumers trust more and are more willing to pay for national park brands. The origin of food products associated with national parks, naturalness of foods, food quality certifications and branding, and the environment in which the packaged foods originate influence consumer confidence and buying behavior. Implications for food marketers and policymakers are discussed.

Original languageEnglish
Pages (from-to)120-138
Number of pages19
JournalJournal of International Food and Agribusiness Marketing
Issue number2
StatePublished - 3 Apr 2017



  • Food quality
  • national park brand
  • naturalness of foods
  • origin of food products
  • trust in food quality
  • willingness to pay premium price

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