Title  The effect of place attachment on the consumption of local products: a study on the consumption of Portuguese products in the diaspora
Author  Rita Simão Boleixa
Supervisor  Beatriz Casais
Year  2017
Institution  Faculty of Economics, University of Porto
Degree  Masters
Area  International economics and management
Keywords  Place attachment,portuguese emigration, internationalization of brands, country of origin, 'saudade' market
URI  https://hdl.handle.net/10216/107825

Abstract

Place attachment is the emotional bond that an individual develops with a particular place, the result of experiences, relationships and memories. Globalization has led companies to invest in internationalization, facilitating mobility between countries and intercultural relations resulting from tourism and migratory flows. In this way, brands tend to become global, trying to be present in as many countries as possible, focusing on communicating their strengths, which include the country of origin of the product and the brand, ultimately influencing consumer choice. This has led governments to work together with companies to create country brands with the intention of promoting international trade and attracting tourism. The aim of this study is to analyze whether the level of place attachment that the Portuguese diaspora develops with Portugal has an effect on the consumption of Portuguese products. The aim is to analyze the receptivity of the saudade market to consume national products in their countries of residence. In this study, the target population is the saudade market and it is therefore important to analyze the market potential for exporting products of Portuguese origin to the diaspora. A questionnaire survey was carried out among Portuguese emigrants to measure the degree of place attachment with Portugal, in order to understand whether it influences the consumption of Portuguese products. The results obtained, based on a sample of 708 respondents, indicate that place attachment to Portugal is significant, but that it does not have a direct effect on consumption characterized by a lack of supply, high prices and the selective distribution of these products. The most popular product categories are regional products, preserves, wine and cod, while the least popular are clothing. The results of this study point the way towards export for companies targeting the saudade market.