Consumer behaviour towards geographical indication products in emerging economies: a systematic literature review using TCCM-ADO framework

Geographical Indications (GI) are collective Intellectual Property (IP) awarded to a group of producers from a specific origin, whose products possess a particular quality and reputation. Consumer-driven data is crucial for generating income among producers, especially those in revival stage of growth. To understand consumer behaviour towards GI products, with a focus on emerging economies, this systematic literature review examines publications from 2000 to 2025. Guided by the PRISMA statement, the Scopus and Web of Science databases were used to gather literature on consumer behaviour towards GI, focusing on certified products from emerging nations. The inclusion and exclusion criteria resulted in 56 suitable articles. The study was based on the Theories-Contexts-Characteristics-Methods (TCCM) Framework. Findings show that origin labelling, product attributes, and price influence consumer preferences towards GI, with many showing a high willingness to pay a premium. Lack of awareness, attachment to the place of origin, and perceived value are notable in emerging countries. A conceptual framework was developed based on these factors. This consumer-based model that fosters loyalty towards GI producers suggests a broader view of GI as a collective brand. Understanding consumer behaviour towards enterprises with GI certification, benefits local producer groups and policymakers in these economies.