How Numerical Latitude Origin Expressions Increase Consumers' Purchase Intention: The Role of Perceived Naturalness

ABSTRACT An increasing number of advertisers have started to use numerical latitude expressions of origin (e.g., 30° N). However, few studies have examined the effect of such expressions on consumer behavior. In this research, through two pilot studies and three online studies, we find a positive effect of numerical latitude (vs. textual toponymy) origin expressions on consumers' product purchase intentions. Furthermore, we tested perceived naturalness as the mediating mechanism and found that this positive effect occurs only for utilitarian (vs. hedonic) foods or among consumers with higher levels of geographic knowledge. These results are robust across different food categories and geographical origins. Our findings offer novel insights into how origin information can be expressed and contribute to the literature on origin effects in consumer research.