REGIONAL IDENTITY AS A FACTOR INFLUENCING CONSUMER CHOICE
(EVIDENCE FROM THE PENZA REGION)

Golubovskaya Olga Leonidovna, Postgraduate student, Penza State University, golubovskajaolja@mail.ru

 316

The article presents the results of the author's research of regional identity influence on consumer’s behaviour in a region. The author analyzes the degrees of consumer’s adherence to local goods regarding the regional identity.

region, regional identity, localism, territorial uniqueness