摘要 : Purpose This research has three research objectives. First, this research will demonstrate that the link between consumers' attitude towards a region and their intention to purchase products from that region is not direct but indi... 展开 Purpose This research has three research objectives. First, this research will demonstrate that the link between consumers' attitude towards a region and their intention to purchase products from that region is not direct but indirect. Second, this research will establish that perceived value of regional products and consumers' preference for these products are mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase regional products. Lastly, this research will highlight cognitive (through perceived value) and affective (through preference) routes or paths, from consumers' attitude towards a region to their purchase intention of products from that region. Design/methodology/approach As previous works in the authors' field of research, the authors conducted a field study, combined with a questionnaire survey. 398 consumers responded to the authors' questionnaire in a hypermarket (belonging to the retailer Systeme U) in Vendee (a region in France). The authors measured their attitude towards this region, their preference for regional food products and their purchase intention of these products as well as the perceived value of regional food products. Findings The perceived value of regional products and consumers' preference for these products are full mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase products from that region. Research limitations/implications This research supplements prior works. It shows that the link between consumers' attitude towards a region and their intention to purchase regional products is indirect. Consumers' purchase intention of regional products is not directly attributable to their attitude towards the region of origin of these products. Regional products and their features have to be reintegrated into this equation. Practical implications This study identifies several routes or paths to explain consumers' purchase intention of regional products. A cognitive route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by perceived value. An affective route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by preference. A hybrid path that combines cognitive and affective paths, as this research established a link between perceived value and preference. Originality/value This research foregrounds regional products and their features, too often neglected in favour of consumers and their characteristics. 收起