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Abstract
This work investigates Consumer Value (CV) perceptions towards certified own-country
GI food products in the form of trade-offs between perceived Values (i.e. gains) and
perceived Costs (i.e. losses) from the consumption of such products. Moreover, it
explores the moderating role of Consumer Ethnocentrism (CE) in the way CV perceptions
towards own-country GI foods develop. Findings prove the postulated assumption that the
work explores, namely that CE operates as an antecedent construct to (positive) consumer
attitudes towards own-country GI food products. Accordingly, consumers with high CE
values see more perceived Values and less perceived Costs in the choice of own-country
GI foods, associating higher overall CV perceptions towards such products compared to
consumers who hold weaker CE values.