The potential of geographical indications For the development of local brands

Abstract

The study explores consumer perception of geographical indications as a crucial factor in regional branding and increasing the market value of local products. The relevance of the topic is driven by the growing interest in authentic region-based goods, the need to build trust in quality labeling, and the necessity to strengthen the competitiveness of domestic producers in both domestic and international markets. The purpose of the article is to identify barriers and opportunities for implementing geographical indications through an analysis of consumer evaluations, behavioral responses, and attitudes toward labeled products. The study employs a combination of quantitative and qualitative methods, including surveys, content analysis, and statistical interpretation of collected data, allowing for a comprehensive picture of consumer awareness and purchasing patterns. The sample was formed with consideration of age, education, and income levels, which enabled the identification of social differences in the perception of labeled products. The results indicate a lack of trust in geographical labeling due to limited awareness, while simultaneously revealing significant potential for growing consumer loyalty if label visibility and clarity are enhanced. Sociodemographic factors influencing the perception of geographical indications were outlined, and specific benefits associated with regional origin were identified, such as associations with quality, authenticity, cultural heritage, and product integrity. The study also finds that the willingness to pay a premium price depends on trust in the label and the presence of positive experience. The practical value of the research lies in developing systemic approaches to consumer education, improving labeling mechanisms and product positioning, and establishing a foundation for integrating geographical indications into the marketing strategies of regional development. The conclusions formulated in the article can be used by local authorities, industrial associations, marketers, and regional strategy developers to increase the attractiveness of national products. Additionally, the results can support the design of educational and promotional campaigns aimed at increasing consumer trust in Ukrainian geographical indications as markers of quality, origin, and tradition.