Perception and motivation to purchase organic products in Mediterranean countries : An empirical study in Tunisian context

Purpose – This paper aims to study the determinants of consumer purchasing behaviour of organic product in the emergent countries. These variables are related to products such as perception, attitude, motivation (health and environmental concern), implication and purchasing intention. Design/methodology/approach – This paper is based on exploratory and confirmatory analysis that seeks to purify and to get a new scales structure. The study shows the effect of perception and motivation on the purchasing behaviour of the consumers who intend to buy an organic product. The authors used the structural equation modelling to confirm the different relationships. Findings – Purchasing intention, implication and motivation (health and environmental concerns) have a strong direct and positive effect on the purchasing behaviour of organic products. However, the relationship between the motivation and the attitude, on the one side, and between attitude/purchasing intention and attitude/purchasing behaviour, on the other side, are not significant. Research limitations/implications – The research and investigation were carried out in a limited geographical zone (Tunisian country), on a specific category of products and on a particular sampling procedure by convenience. Practical implications – The firm can adopt an efficient green strategy that allows it to ensure a good segmentation and a best positioning compared to conventional product. Tunisian marketers must focus on the factors influencing the behaviour of the Tunisian consumer. They should raise consumer awareness through a suitable communication. Originality/value – This paper is added to studies of consumer behaviour towards bio-products in emerging countries. The results could serve as a guideline for organizations for understanding the factors and green strategy adopted. This one need to ensure a good segmentation and positioning of biological products compared to conventional product.