Effect of Geographical Indication on Consumers' Purchase Intentions of Zhushan Turquoise

Turquoise from Zhushan County, Shiyan City, Hubei Province, has been awarded the national geographical indication as early as 2010. However, Zhushan turquoise has been in the resource-based rural industrial mode for a long time, and its geographical indication has not brought obvious benefits. This paper proposes three dimensions of turquoise geographical indications: natural resource, human resource and policy support, based on the clue theory and the S-O-R model theory, and analyzes the process of the influence of geographical indications on consumers' purchase intention through consumers' functional perceived value and emotional perceived value by SPSS and AMOS.The results show that three aspects of geographical indication of Zhushan turquoise have a significant positive effect on consumers' purchase intention, and the perceived value has partially mediating effect between geographical indication and consumers' purchase intention. On the basis, this paper puts forward marketing suggestions for operators of Zhushan turquoise and relevant government departments.