In today\\\'s world, regional marketing is a crucial strategy for enhancing local economies and fostering cultural connections. However, numerous challenges exist regarding the impact of attitudes toward a region on the intention to purchase regional products. Many consumers lack a positive attitude due to insufficient knowledge of the features and benefits of these products, leading to decreased purchase intention and sales. Weak branding and the inability to highlight unique benefits are significant challenges. Many regional producers fail to properly introduce their products to the market, resulting in negative consumer attitudes. Concerns about quality, stemming from inadequate standards or lack of guarantees, also deter purchases. Research shows that perceived value and consumer preferences are critical factors influencing attitudes and purchase intentions. Managing these factors is a fundamental challenge. Regional products must compete with non-regional products, which often have more recognized brands and greater marketing resources, weakening consumer attitudes toward regional products. Rapidly changing consumer preferences require regional products to adapt quickly. Failure to align with these preferences can decrease purchase intention. Cultural differences among consumers lead to varying attitudes and may directly impact purchase intention. Trust in local producers plays a vital role in purchase intention; if consumers do not trust local producers, their intention to buy regional products decreases. Understanding the quality and price of regional products compared to non-regional ones significantly influences purchase intention. Therefore, the aim of this research is to examine the Impact of attitude toward the region on preference for regional products with the mediating role of perceived value. In this regard, papers that are related to this field are going to be reviewed properly.

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