Abstract: The natural environment, historical culture and other root resources of agricultural products are of great significances to the development of the brand value of agricultural products with geographical indications. How to make use of these root resources is an issue of great concern to the managers of geographical indications. Based on the brand authenticity theory and construal level theory, this paper divides roots into natural roots and cultural roots, and explores the divergence and formation mechanism of consumers’ preferences for the root appeals of agricultural products with geographical indications under different conditions ( “purchasing for oneself” vs. “purchasing for others”) . Three experimental studies find that, consumers of self -purchasing purpose prefer the appeal for natural roots (vs. cultural roots) , and consumers who purchase for others prefer the appeal for cultural roots (vs. natural roots) . In addition, when purchasing for oneself, perceived naturalness mediates the influence of root appeals on consumers’ purchase intentions ； when purchasing for someone else, perceived continuity mediates the influence of root appeals on consumers’ purchase intentions. This research not only enriches the related studies on agricultural product consumption behaviors and brand appeals, but also provides practical implications for the brand positioning and customer communication of agricultural products with geographical indications.

Key words: agricultural products with geographical indications, natural root, cultural root, consumption goal, brand authenticity