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How Numerical Latitude Origin Expressions Increase Consumers' Purchase Intention: The Role of Perceived Naturalness

Minxue Huang et al.

Journal of Consumer Behaviour2026https://doi.org/10.1002/cb.70131article
AJG 2ABDC A
Weight
0.50

Abstract

An increasing number of advertisers have started to use numerical latitude expressions of origin (e.g., 30° N). However, few studies have examined the effect of such expressions on consumer behavior. In this research, through two pilot studies and three online studies, we find a positive effect of numerical latitude (vs. textual toponymy) origin expressions on consumers' product purchase intentions. Furthermore, we tested perceived naturalness as the mediating mechanism and found that this positive effect occurs only for utilitarian (vs. hedonic) foods or among consumers with higher levels of geographic knowledge. These results are robust across different food categories and geographical origins. Our findings offer novel insights into how origin information can be expressed and contribute to the literature on origin effects in consumer research.

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https://doi.org/https://doi.org/10.1002/cb.70131

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@article{minxue2026,
  title        = {{How Numerical Latitude Origin Expressions Increase Consumers' Purchase Intention: The Role of Perceived Naturalness}},
  author       = {Minxue Huang et al.},
  journal      = {Journal of Consumer Behaviour},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1002/cb.70131},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.