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Reassuringly British: consumer engagement with domestic products and brands

Atkinson-Toal, Aarron

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Purpose –This paper investigates consumer engagement, evaluation and beliefs of domestic products and the influence of such associated attributes communicated via domestic COO labelling within the United Kingdom.
Design/methodology/approach – A visual ethnographic approach utilising the methods of autophotography and photo elicitation interviews was conducted to explore consumers’ interaction with the
domestic COO label and provenance advertising.
Findings – The results of photo elicitation interviews revealed both positive and negative cognitive, affective and normative implications of domestic provenance labelling of influence emerging within consumers.
Research limitations/implications – The findings are applied to the context of the United Kingdom, with contextual limitations acknowledged of doing so. Convenience sampling limitations are also acknowledged.
Practical implications – The findings provide UK-based FMCG manufacturers and retailers insight into the associated attributes of domestic brand and products interpreted by consumers, communicated via a COO label, to assist in their purchasing strategies.
Originality/value – This paper seeks to contribute towards the understanding of provenance labelling influence on consumers for products within the FMCGs sector, whilst specifically commenting upon attributes of reliance and influence that may assist navigation of changing priorities and national sentiments.


Atkinson-Toal, A. (2023). Reassuringly British: consumer engagement with domestic products and brands. International Journal of Retail & Distribution Management, 51(7), 845-861.

Journal Article Type Article
Acceptance Date Jan 23, 2023
Online Publication Date Feb 28, 2023
Publication Date Jul 18, 2023
Deposit Date Nov 16, 2023
Publicly Available Date Nov 16, 2023
Journal International Journal of Retail & Distribution Management
Print ISSN 0959-0552
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 51
Issue 7
Pages 845-861
Public URL


Accepted Journal Article (795 Kb)


Publisher Licence URL

Copyright Statement
This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact

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