The existing literature on the consumers’ attitude toward region-of-origin (RoO) provides numerous and varying evidence on the relative importance of this extrinsic attribute as compared to other product characteristics. The article aims at characterising the heterogeneity in the relative importance of RoO. We systematical-ly review the literature on RoO and build an ad hoc indicator to measure the rela-tive importance of RoO as compared to other attributes of agri-food products under investigation. We then explain, through a meta-analytical approach, how the relative importance of RoO varies according to factors related to publication process, meth-odological issues, and characteristics of articles. Findings reveal the limited influ-ence of publication process and methodological issues on the relative importance of RoO. In contrast, we find a strong effect of characteristics of articles, with the relative importance of RoO being highly dependent on products and origins under investiga-tion. The results also highlight that RoO is an effective differentiation instrument in the agri-food markets only if supported by geographical indication labels. Managerial implications are also provided.