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Determinants of organic tunisian purchasing behaviour: an application of the consumption values theory

Author

Listed:
  • Raja Kifaya

    (Università Cattolica del S. Cuore)

  • Daniele Rama

    (Università Cattolica del S. Cuore)

Abstract

Based on the theory of consumption values, which include epistemic, social, emotional, conditional, and functional values, this study aims to investigate consumer choice behavior for organic products in Tunisia. Furthermore, it examines the moderating influence of environmental knowledge. Data from 645 Tunisian consumers were analyzed using structural equation modeling. The results revealed that emotional, epistemic, functional value (price), and social values were among the main factors influencing consumer choice behavior. As a moderator, environmental knowledge has a significant effect on the role of epistemic, social, conditional, and emotional values. This contributes to the literature on organic consumer behavior and helps marketers develop new organic strategies to foster organic consumption and increase sales volumes in the Tunisian market.

Suggested Citation

  • Raja Kifaya & Daniele Rama, 2023. "Determinants of organic tunisian purchasing behaviour: an application of the consumption values theory," Italian Journal of Marketing, Springer, vol. 2023(2), pages 161-177, June.
    • Handle: RePEc:spr:ijmark:v:2023:y:2023:i:2:d:10.1007_s43039-023-00073-4
    DOI: 10.1007/s43039-023-00073-4
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    References listed on IDEAS

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    1. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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