The Antecedents of the Consumer Purchase Intention: Sensitivity to Price and Involvement in Organic Product: Moderating Role of Product Regional Identity

ConclusionsThe findings allowed us to deduce that the interviewed Tunisian customers intend to buy organic olive oil because they are concerned about preserving both their health and their environment. Also, these customers are more involved in regional organic products and are able to pay high prices to buy these products in order to profit from their safety, traceability and high quality.
Source: Trends in Food Science and Technology - Category: Food Science Source Type: research