Exploring the impact of the “Mountain Product” label guarantee on the attitude-intention path

This study aims at verifying a structural model in which the Mountain Product label’s guarantee impacts as a second order construct on the attitude-intention path, considering the intention to purchase mountain food products as dependent variable and controlling for the level of the MP label knowledge. The MP label guarantee acts as a multidimensional construct. All the postulated HPs are verified evidencing the importance played by the MP label guarantee in generating positive attitudes and behavioural intentions in consumers. This can be amplified through a higher product label knowledge. Marketing implications are derived.