Anais
Resumo do trabalho
Marketing · Marketing e Sociedade
Título
Geographical Indications of Teas and Infusion Beverages: A Systematic Literature Review
Palavras-chave
geographical indications
tea
literature review
Agradecimento:
The authors would like to thank all researchers whose work supported this study and the institutions that provided access to scientific databases. This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – Brasil (CAPES) – Finance Code 001. Their support was essential to the development of this research.
Autores
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Vanessa Kruchelski Huk de CamposFaculdade de Economia, Administração e Contabilidade de Ribeirão Preto - FEARP/USP
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Rodolfo Paião de CamposUNIVERSIDADE DE SÃO PAULO (USP)
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Janaina de Moura Engracia GiraldiFaculdade de Economia, Administração e Contabilidade de Ribeirão Preto
Resumo
Introdução
Geographical Indications (GIs) enhance agri-food products by associating them with specific origins. While tea GIs have gained ground alongside products like cheese, wine, and coffee, most studies remain focused on technical and legal aspects, especially in Asia. Marketing-related research is still scarce, particularly in Latin America. This study reviews 78 articles using the Methodi Ordinatio protocol, aiming to identify gaps and promote an interdisciplinary approach to GIs as tools for branding, perception, and sustainable development.
Problema de Pesquisa e Objetivo
Scientific literature on tea Geographical Indications has focused largely on technical and legal aspects, especially in Asian countries, with little attention to marketing, symbolic value, or consumer perception. This disciplinary and regional concentration reveals a gap in understanding how GIs function as tools for market differentiation and territorial branding. This study aims to map and assess the academic literature on tea GIs, identifying gaps and promoting an interdisciplinary agenda that includes marketing and communication strategies.
Fundamentação Teórica
The theoretical background was developed in June and July 2025 using Scopus database and the Methodi Ordinatio protocol, ensuring relevance, impact, and recency. The list reflects the multidisciplinary nature of GI research on teas, including technical studies like Firmani et al. (2019) on NIR spectroscopy, marketing analyses by Liang and Lai (2023), and sustainability approaches such as Gan et al. (2025). This curated base supports a comprehensive understanding of GIs as instruments of value creation, territorial identity, and market differentiation.
Discussão
The discussion highlights a key gap in the literature: few studies explore the marketing dimension of tea Geographical Indications. Of 78 articles, only 11 address consumer perception, branding, or tourism. While conceptually rich, these studies lack methodological depth and cohesion, with limited use of quantitative or experimental approaches. The field remains fragmented and underdeveloped, pointing to a need for integrative models and robust empirical methods to assess the symbolic and market value of GI-certified products.
Conclusão
The conclusion reveals that marketing aspects of tea Geographical Indications remain underexplored in international literature, with few studies addressing branding, symbolic value, or consumer behavior. Research is concentrated in Asia and lacks empirical data from Latin America, notably Brazil. Despite limitations, existing studies highlight GIs' potential as marketing assets. Future research should adopt quantitative methods, explore digital storytelling, and develop integrated branding models to bridge theory and market practice.
Contribuição / Impacto
This study contributes by systematically mapping the international literature on Geographical Indications for teas, identifying a clear imbalance between technical-authentication research and marketing-oriented approaches. By applying the InOrdinatio index, it highlights the most relevant studies and thematic axes, and reveals a lack of empirical, interdisciplinary, and Latin American contributions. The paper offers a structured knowledge base and points to new research agendas that bridge marketing, communication, and territorial value creation.
Referências Bibliográficas
The references were compiled from the Scopus database using the Methodi Ordinatio protocol, which incorporates Scimago Journal & Country Rank (SJR) and Google Scholar citation counts for relevance and scholarly impact. Highlighted works include Firmani et al. (2019) on NIR spectroscopy, Liang & Lai (2023) on marketing and branding, and Gan et al. (2025) on environmental impacts. This curated, high‑quality bibliography underpins a comprehensive, multidisciplinary analysis of GIs as drivers of territorial identity, market differentiation, and sustainable value creation.