Drivers of Geographical Indication (GI) Tags’ Adoption Among Cashew Feni Producers: Extending the Theory of Planned Behaviour Using PLS-SEM
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Date
2026
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Publisher
World 2025, 6, 119.
Abstract
This study explores the factors influencing the willingness of Cashew Feni producers to
adopt GI certifications, delving deeper into the behavioural factors. This study is guided
by the extended Theory of Planned Behaviour. This study was conducted in Goa, India,
from June 2024 to January 2025 using a quantitative approach. Face-to-face interviews
using structured questionnaires were conducted with Cashew Feni producers actively
producing, processing, and distributing Feni in the key production regions. A total of
200 producers were approached, and after validation, 148 responses were considered valid
for analysis. The respondents were chosen using a stratified random sampling method.
This study employed Partial Least Squares-based Structural Equation Modelling (PLS-SEM)
in the SmartPLS 4 software to analyse the data. This study found that attitude is a strong
predictor significantly driving adoption. Perceived economic benefits also impact attitudes
and directly affect the willingness to adopt GIs, emphasising the role of economic factors.
Additionally, awareness influences attitudes and subjective norms, indicating that informed
producers are likelier to have a positive attitude towards GI adoption. This study also
found a significant impact of subjective norms on attitudes and perceived behavioural
control. These insights can assist policy formulation and boost sustainable growth and
cultural preservation.