**3. Results**

From a psychometric standpoint, all the assessed variables in the study showed satisfactory Cronbach's alpha values, ranging between 0.70 and 0.90, meeting the criterion of 0.70 [37].

Correlations are shown, for each group, in Table 2 (IT) and in Table 3 (FR), with descriptive statistics of the detected measures. Both samples show high levels of PT and PPS, with means over the central point of the scale (higher levels for the IT sample), whereas the IB variable shows lower levels (with higher levels for the FR sample). As for correlations, the two samples show similar trends in correlation values, in particular for

the correlation between PT and PPS (*r*IT = 0.63; *r*FR = 0.62), with higher values in the FR sample as for the correlation between PT and IB (*r*IT = 0.45; *r*FR = 0.56) and between PPS and IB (*r*IT = 0.42; *r*FR = 0.47).


**Table 2.** Means, Standard Deviations, and Correlations (Pearson's r) of the IT group.


diagonal (in brackets).


Note: *p* < 0.01. Cronbach's alphas are on the diagonal (in brackets).

Note: \*\* *p* < 0.01. Cronbach's alphas are on the

An analysis of variance between the IT and FR samples showed two main significant differences. The IT sample perceived higher levels of PPS (*t*(−2.234) = 410.453 *p* < 0.05), whereas the FR sample showed higher levels in IB (*t*(2.303) = 598 *p* < 0.05).

The estimated multi-group SEM (Figure 2) showed satisfactory fit indices, which confirmed the goodness of the model fit: χ2(52) = 132.991 (contribution <sup>χ</sup>2*IT* = 86.119; <sup>χ</sup>2*FR* = 46.872), *p* < 0.00, CFI = 0.96, TLI = 0.95, RMSEA = 0.07 (95% C.I.: 05; 07); SRMR = 0.05. Moreover, the multi-group SEM showed significant and good item loadings (*p* < 0.001) in each group, suggesting a good structure of the latent variables created with these groups of items. In this model, PT showed a direct, positive, and strong association with PPS (*β*IT = 0.76; *β*FR = 0.77) and IB (*β*IT = 0.30; *β*FR = 0.52), particularly in the FR group, confirming H1a and H1b. Moreover, PPS showed a positive and significant association with IB (*β*IT = 0.33; *β*FR = 0.34), in agreemen<sup>t</sup> with H2.

**Figure 2.** Results of the multi-group structural equations model. Note: Group 1 = IT—outside brackets; Group 2 = (FR)—in brackets.

Moreover, the model detected the mediating role of PPS between PT and IB. As shown in Table 4, a significant mediation was found only in the IT group, whereas in the FR group this mediation was not significant (*β*IT = 0.25; *β*FR = *n.s*.), partially confirming H3.

**Table 4.** Indirect effects of the estimated multi-group SEM.


Note: Group 1 = IT—outside brackets; Group 2 = (FR)—in brackets.

### **4. Discussion and Conclusions**

In the present study we conducted a multi-group survey with the aim of investigating the relationship between the constructs of PT, PPS, and IB. Based on previous literature, we hypothesized that the perception of rootedness in the territory, evoked by packaging, directly and positively influenced the perception of product safety and the intention to purchase dairy products (H1a and H1b). As underlined, packaging has a key role in communicating the product and in capturing the interest and the attention of consumers [10]. This is linked with the fact that the packaging is a visual stimulus, creating a first contact with the product, a pre-requisite for the processing of information [23]. As for the visual stimuli and the information processing, studies highlight that the visual element is crucial, since the majority of information processed in the brain is mainly visual [38,39]. Moreover, visual elements are considered more significant and reliable, and the use of visual stimuli can help the process of meaning building. From a practical implication standpoint, it would be useful to sugges<sup>t</sup> to producers the use of immediate images and, in this case, the use of clear images and elements linked to territoriality, in order to evoke the interest and traditionality of a specific territory. As highlighted above, these elements can contribute to endow products with special characteristics in the eyes of consumers, such as authenticity [16,17] and both economic and social sustainability [20,21]. In addition, regulations on controlled designations of origin reduce the information gap between producer and consumer [22]. All these elements increase the sense of protection associated with products being rooted in a specific territory. In light of these considerations and of the obtained results, we can argue that the presence of territoriality can enhance the interest of the consumer who evaluates the product as safe, controlled, and traditional, becoming a driver for the decision to buy that product showing a reference to a specific territory [10–12]. We also hypothesized that the perception of safety directly and positively influenced purchase intention (H2). By means of a recursive SEM model, we confirmed these research hypotheses both on a sample of Italian subjects and on a sample of French subjects. This would confirm the consumers' perception of safety as a driver to buy. This is particularly important if territorial products are considered, since safe products are associated with healthy food with no risks to human health and without elements that can contaminate products [30]. In this sense, there emerges the role of communicating the element of safety also through territoriality, so strongly associated with intention to buy, both in the literature and in this study. This also opens an interesting element of deepening the role of culture, considering the mediation results found in this study.

In fact, we also hypothesized that PPS played a mediating role between PT and IB (H3). This research hypothesis was confirmed only in the Italian sample. There are several possible explanations for this result. Firstly, Italy was one of the countries hardest hit by the pandemic, which had a higher mortality rate there than the average for other countries [36]. This situation may have resulted in the Italian sample being more sensitive to the issue of perceived safety, taking into account the period in which the survey was conducted. This would be in line with the result related to the association between PT and IB. In fact, looking at this impact, in the French sample the impact of PT on IB was greater than in the Italian sample, in which the mediation of PPS was present. This would be consistent in explaining the need for safety information in the Italian sample.

Secondly, an explanation for the difference may be found in culturally different associations with the concept of "traditional food". In fact, Guerrero et al. [35] reported different associations that Italian and French consumers made after hearing the word "traditional". The French connected it with the words "tasty", "family", and "dinner", while Italians connected it with "home-made", "natural", and "old". The associations made by the French sample refer more to a concept of food quality and moments of conviviality in which food is consumed; the associations made by the Italian sample refer more to production processes and to aspects which the literature mentioned in this paper has associated with the concept of safety. Finally, it should be noted that both samples were shown packaging for Italian products. The issue of ethnocentrism [40] may have influenced

the different perception of safety and the role this played in determining the propensity to buy. Future studies could investigate this further by showing both samples regional products typical of both nationalities.

Barcaccia and colleagues [41] reported how the pandemic severely affected the market for typical agri-food products in Italy, generating a surplus of supply and a drastic drop in prices. Our results sugges<sup>t</sup> that a strategy to help the sector cope with the severe economic crisis could be to emphasize references to territoriality, since the perception of territoriality is directly linked to the propensity to buy. Such a strategy could create a virtuous circle with beneficial effects for local food companies and the economy as a whole. Indeed, local/regional tourism uses local food or beverages both to enhance the tourism experience and to support the tradition of local food/beverage production [42].

In conclusion, our results show that the perception of territoriality leads to a greater propensity to buy and a greater sense of perceived safety. In the Italian sample, the safety perception was shown to play a mediating role between the perception of territoriality and the propensity to buy.

A first limitation of this study was the use of only two groups. Future studies should investigate the influence of territoriality and of the perception of safety, in relation to health, on other groups as well. This would allow the determination of differences and fluctuations among different cultures and markets in order to give the right positioning to dairy products with certification marks. Moreover, another limitation of this study was related to the use of a cross-sectional design, as this did not allow us to define causal relationships between variables. Future studies would use neuromarketing techniques to capture the gap between the rational side and the experience and the emotional experience of the subject in real time by having reliable results not mediated by cognitive processes [43]. These techniques in particular would be functional in capturing the role of territoriality in conveying important and useful elements by optimizing the communication and the presentation of the products [10]. This would have a double advantage: producers would have more elements to sell their products and to tell their story and territory (with important consequences for the territory to which they belong [10,42]), and consumers would have more information, easy to find, and a better perception of health and safety. Furthermore, as stated above, other studies aiming at investigating cultural differences in the perception of territoriality on packaging should control for the effect of ethnocentrism by administering products of both nationalities to both samples.

Another limitation was the use of a convenience sampling method. This procedure allowed us to collect honest and open answers from participants [44] but not to generalize the data. Future studies should provide specific samples both from cultural and from sociodemographic standpoints. However, from a methodological point of view, the sample sizes were adequate to perform a structural equations model, according to the methodological advice suggesting a minimum sample size of 200 [45,46].

Moreover, further studies are needed to test the generalizability of our findings to other types of traditional food products. Furthermore, our results sugges<sup>t</sup> the need to further investigate the role played by the perception of safety in determining the propensity to buy typical local products. Future research should also investigate the links between the concept of safety associated with food and the other drivers mentioned above (namely, heritage, authenticity, and sustainability).

**Author Contributions:** Conceptualization, V.R., M.Z., M.B. (Marco Bilucaglia), R.C., M.B. (Mara Bellati), L.E.M.M., E.C. and G.L.; methodology, M.Z. and M.B. (Marco Bilucaglia); formal analysis, M.Z. and M.B. (Marco Bilucaglia); investigation, V.R., R.C., M.B. (Marco Bilucaglia) and L.E.M.M.; writing—original draft preparation, V.R., M.Z, M.B. (Marco Bilucaglia), R.C., M.B. (Mara Bellati), L.E.M.M. and G.L.; writing—review and editing, V.R., M.Z., M.B. (Marco Bilucaglia), R.C., M.B. (Mara Bellati) L.E.M.M., E.C. and G.L.; visualization, V.R. and M.Z.; supervision, V.R., M.Z. and G.L.; project administration, V.R. and G.L.; funding acquisition, V.R. and G.L. All authors have read and agreed to the published version of the manuscript.

**Funding:** This study was developed within the project "Development of a synergy model aimed to qualify and valorize the Natural Historic Cheese of southern Italy in the Sicilian, Sardinia, Calabria, Basilicata, and Campania regions—Canestrum Casei", funded by "Progetto AGER—Agroalimentare e Ricerca 2" (RIF. 2017-1144).

**Data Availability Statement:** All data available upon request.

**Conflicts of Interest:** The authors declare no conflict of interest.
