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.
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