A cup of black coffee with GI, please! Evidence of geographical indication influence on a coffee tasting experiment.

Geographical Indication (GI) certifications enable producers to set production standards and create competitive advantage based on product's origin. In a coffee tasting experiment, brain responses to origin information of 40 participants, grouped equally by gender and involvement level, were collected by electroencephalography to verify: the impact of the GI cue in four brain waves (alpha, beta, delta and theta) and two brain lobes (frontal and temporal); preference; gender and involvement moderations. Results show that women presented power differences in both hemispheres, more channels/waves, which indicates greater sensitivity to the origin cue. Men presented power differences in fewer channels/waves. It is observed that involvement has a tenuous moderation effect when compared to gender. As for preference, the analysis of delta and theta waves indicated that men preferred coffee with GI; while women preferred coffee without GI, even though most of them indicated the opposite when verbally asked at the end of the tasting section.

Evaluation of the impact of Brazil's sustainability on the behavioral intentions of stakeholders toward the country.

This paper examines the influence of sustainability as a dimension of country image on behavioral intentions (so-called conations) of stakeholders toward Brazil. In addition, sustainable consumption, a moderating variable of the country-of-origin effect (not been identified in other studies), and consumers' gender and familiarity with the country are investigated as moderating variables. The empirical research is of a descriptive nature, and in terms of data collection, a survey method has been used on a sample of undergraduate students from foreign institutions. In total, 427 questionnaires have been considered in the analysis. The results of a multiple regression analyses show that the dimensions of country image (affective, political, technical and sustainability) are reliable factors that have a positive influence on conations toward Brazil, with the affective dimension exerting the strongest influence. Further comparisons show that the sustainability dimension is more important in shaping the conations of female respondents and those with low familiarity with Brazil, whereas the political dimension is more relevant in shaping the conations of male respondents and those with high familiarity with Brazil. Finally, the sustainability dimension has a minor influence on individuals with higher levels of sustainable consumption.