It looks pretty from a distance? The role of familiarity in food perceived authenticity

The goal of this study is to investigate the relationship between food consumption intention and different kinds of perceived authenticity empirically. Moreover, we studied the special roles of experiential and informational familiarity play in the relationship. The result of this study indicated that different kinds of familiarity will take effect on different paths. It' important for the practitioners to take adapted marketing actions to meet the customers with different familiarity.