Keywords: made in Italy, consumer buying behaviour, China, multiproduct analysis.
The paper analyses the Made in Italy effect on Chinese consumer
buying behavior regarding three specific product categories: wine,
shoes and ceramic tiles. A research model aimed at testing the multidimensional dimensions featuring Country of Origin (Coo) - overall Country Image (Ci), Product Country Image (Pci) and Country Related Product Image (Crpi) - on the Chinese consumer intention to buy these Italian products is applied, verifying the level of consistency (Fit) between the products investigated and the country in which these products originated (Italy). Four-hundred and fifty questionnaires on Chinese consumers were collected and the data processed to test the model by applying structural equations modelling. Results show that Made in Italy influences the Chinese consumers' intention to buy the Italian products observed through causal links: the Italy country image (Ci) impacts on buying intentions through the mediating role of the Italian ability to manufacture products - in general (Pci) and regarding a specific product category (Crpi). Results also confirm the consistency (Fit) between the products investigated and the Italian origin. Scientific and managerial implications are derived.