Correspondence: Vanessa Pieterse, Tel: +61 4 19423349; Fax: +61 2 99604903; e-mail: v_pieterse32@hotmail.com

¹are authors of the original thesis Supra-National Origin Marking Schemes, who are from Australia and Germany, respectively. This paper is prepared from the study conducted for their master thesis by the authors to contribute to their master degree in International Marketing and Brand Management at Lund University in Sweden. Both authors have recently graduated from Lund University School of Economics and Management with master degrees with majors in business administration.

Received 27 April 2007; Revised 27 April 2007.

Abstract

The European Commission's proposed idea to introduce the supra-national origin marking scheme 'made in the EU' resulted in an upheaval of concerns by various industries, but the perspectives of the direct recipients of this marking scheme were never explored, that is the consumers themselves. The purpose of this study is to determine the meanings and the value that consumers attribute to such a hypothetical supra-national origin marking scheme at this point in time. A situated global consumer approach is taken to analyse consumers' perception of the viability of stretching the origin cue to the supra-national level, with reference to the illustrative and timely example of the European Union. The study proposes that supra-nations are not currently perceived as feasible and meaningful origins by consumers at this point in time. This currently renders a 'made in the EU' labelling scheme inappropriate as stretched origins are perceived to lack heritage and a strong social concept, unlike other more 'traditional' and accepted constructions of origin. This has the implication that such schemes are currently commercially unviable until the supra-national 'perception of origin' can be manufactured to consumers.