8. Place attachment, national identity, and country-of-origin consumption insights from Portuguese emigrants

Casais, B., & Boleixa, R. S. (2025). Place attachment, national identity, and country-of-origin consumption: insights from Portuguese emigrants. Place Branding and Public Diplomacy, 21(4), 357–369. https://doi.org/10.1057/s41254-025-00400-wThis article examines the relationship between place attachment, national identity, and the consumption of country-of-origin (COO) products among Portuguese emigrants. The findings show that Portuguese emigrants display strong place attachment and national identity, often exceeding simple feelings of national pride. Place attachment is understood as a long-term emotional bond that integrates identity and functional dependence on the home country. However, this strong emotional connection translates only weakly to moderately into actual purchasing behavior, revealing a clear attachment–consumption gap. This gap is explained primarily by market constraints rather than by a lack of emotional interest. Key barriers include the limited international availability of Portuguese products, selective distribution channels, and high prices. The study also highlights the role of acculturation: emigrants who have lived abroad longer tend to show lower attachment, as they adapt to host-country products and consumption patterns. Food products, regional specialties, and wine are most demanded, driven by nostalgia and cultural continuity. The authors conclude that effective internationalization strategies must combine emotional appeals with improved logistics, distribution, and place-based storytelling to fully leverage diaspora attachment.