Green Country-of-Origin Image: Unpacking the Role of Knowledge in Italian Consumers Evaluations

Context: In recent years, sustainability has emerged as a critical driver of consumer behaviour, reshaping expectations in global food markets and affecting the image of countries too. Within this landscape, Italian food products represent an iconic category: they are internationally valued for their quality, authenticity, and cultural heritage, while also serving as a benchmark for premium and traditional agri-food goods. This dual symbolic and economic significance makes them an ideal setting for analyzing how environmentally focused country-of-origin cues, conceptualized as Green Country-of-Origin Image (GCOI), shape consumer decisions. Purpose: This study examines the mediating role of Knowledge of Italian food products (KNOW) in the relationship between Green Country-of-Origin Image (GCOI) and Intention to Buy (INTB) and Willingness to Pay (WTP), with a particular focus on Italian food products among German consumers. Data: Primary research data were gathered through a survey based on the administration of an online questionnaire targeting a convenient sample of German consumers, applying structural equation modelling to assess the intention to buy and willingness to pay for Made in Italy food products. Results: Findings evidenced the goodness of the proposed model (PLS-SEM), which revealed that KNOW significantly mediates the relationship between GCOI and INTB or WTP, with a stronger mediation effect observed for the first one. Additionally, the results demonstrate that GCOI has a positive direct impact on KNOW that, in turn, exerts a direct effect on INTB and WTP respectively. Originality: This study contributes to the international marketing and consumer behaviour literature, highlighting the central role of Knowledge of food products in transforming a country image perception into consumer’s purchase intentions. Implications: This empirical research holds significance for marketers and scholars alike, through the added value of sustainable food perceptions and knowledge.