The Impact of the Perceived Image of Local Products on Consumers' Attitudes Towards Local Products

ABSTRACT: Local products, distinguished by their particular geographical origin and traditional production techniques, are gaining popularity among consumers. This article focuses on understanding the impact of the Perceived Image of Local Products on consumers' attitudes toward Chefchaouen local products (CTP), with the aim of identifying and understanding the factors influencing their purchase and consumption decisions. From the analysis of the results obtained from the quantitative study, it appears that consumers have, overall, a positive perception of Chefchaouen local products with a strong preference for some of them. These consumers perceive these products as having added value in terms of quality, authenticity and support for the local economy. Also, these results revealed that the Perceived Image of the Local Product has a positive effect on consumer behavior. Indeed, these results also highlight that a positive attitude of consumers towards products significantly influences their purchase intention, which in turn impacts their actual behavior.