Mapping the consumer mind: a novel multidimensional behavioural model delineating purchase intentions for geographical indication certified agri-foods

Abstract Geographical Indication (GI) certification offers social, environmental, and economic benefits, yet little research has addressed the complex drivers behind consumers’ preferences for such products, holistically. This study integrates four behavioural theories into a multidimensional model to explore the complex nature of consumers’ purchase behaviour, going beyond what any unidimensional, single-theory approaches could typically capture. The proposed model is constructed with seven predictors that are representatives of cognitive components (perception, beliefs, knowledge, perceived value), affective (attitude), normative belief (subjective norms), and control belief (perceived behavioural control) and was validated through structural equation modelling (PLS-SEM) using a representative sample of 2005 consumers in Catalunya, Spain. The integrated model explained 62.60% of the cumulative variance in purchase intention, confirming its superior explanatory adequacy. It also outperformed four original behavioural models in predictive accuracy by using in-sample (R2, Q2) and out-of-sample (RMSE, CVPAT) prediction metrics. By integrating cognitive, affective, normative, and control belief components, this model offers a novel perspective on the complex nature of consumer behaviour. Besides, it reflects on the distinctive roles, interconnectedness, and varied effects of socio-psychological attributes where consumers’ perception, beliefs, knowledge, perceived value, attitude, subjective norms, and perceived behavioural control all have significant positive effects on their purchase intention for GI-certified agri-food products. The multidimensional model also demonstrates innovative use of advanced PLS-SEM techniques for developing and validating new theoretical models and denotes practical implications for consumer behaviour modelling, policy design, and marketing strategy for GI-certified agri-foods.