Despite price increases in retail, the current IHaM analyses show a high "Country of Origin" effect (influence of the image of the region of origin on the perception of products) in the purchasing behaviour of Austrians. Especially for food "Made in Austria" the willingness to pay is higher.

Regionality has gained in importance especially in the Covid 19 pandemic. In general, the willingness of consumers in Austria to pay more for regional products is very high. However, the value of the label "Made in the Federal Province" varies from province to province.

"The increased willingness to pay more for products - especially food - with a "Made in Austria" or federal province label points to an opportunity for companies in the midst of the price crisis. It can help to shift the focus of consumers from the question of what is cheaper to what is better and what is more beneficial - for oneself, the environment and one's own region," says Prof. Dr. Christoph Teller, head of the Institute for Retailing, Sales and Marketing (IHaM).