Based on the theory of planned behaviour, this study examines the mediation effect of attitudes on the relationship between consumer ethnocentrism and intention to buy domestic wine in transition countries. The survey was conducted on a heterogeneous sample of 372 wine buyers from Albania and Kosovo during 2020, in the middle of the COVID-19 pandemic. Structural Equation Modelling by Partial Least Squares was used to analyse the collected data. The main results of this study show that the theoretical model from the theory of planned behaviour is valid in the case of buying behaviour of domestic wine in Kosovo, while in Albania, the subjective norm has no significant influence on the intention to buy domestic wine and perceived behavioural control has no significant influence on consumer behaviour. Consumer ethnocentrism has a positive influence on attitudes towards buying domestic wine and there is a partial mediating effect of attitudes on the relationship between consumer ethnocentrism and the intention to buy domestic wine. Intention to buy domestic wine shows a very strong and positive correlation with behaviour in both countries. The results of the study provide valuable information for food marketers who should develop an appropriate marketing strategy if they wish to...

Kosovo and Albania, in a manner similar to other Western Balkan countries, face serious challenges in relation to national food safety and control in terms of legislation, infrastructure, institutional capacity and private investments. Consequently, food safety is a major concern for consumers in this region. The objective of this study was to gain a better understanding of consumer perspectives on food safety and quality. Two surveys, one with consumers in Prishtina and one in Tirana, targeted more than 600 consumers. Despite the prevalent problems with food safety, Kosovars perceive domestic dairy products as significantly better than Albanians do when compared with imported food products. Conversely, Albanian consumers use food safety- and quality-related information about cheese and milk more frequently. The most frequently used safety and quality cues for both samples are expiry date, domestic and local origin and brand reputation. Food safety certificates are used by Albanians more often than by Kosovars, and international food standards such as ISO, HACCP or Global GAP are mostly unknown to both consumer groups.