Geographical indications and consumer decision making: new insights into the Baijiu market

A theoretical model was constructed in the study. Data were collected using a questionnaire survey method, and the mechanisms and interrelationships of various geographical indication factors on consumer purchase intention were analyzed. The results showed that the geographical environment, cultural history, brand construction, product quality, and production methods all had a positive impact on consumer purchase intention, and cultural history had the greatest effect on consumer purchase intention. Additionally, consumer cognition played a positive moderating role in the influence of product quality and production model on purchase intention, while a significant moderating effect in the impact of the geographical environment, cultural history, and brand construction was not shown.