How the country of origin cue affects consumer preference in the case of ecological products: an empirical study in two developing countries

Abstract

ABSTRACT This paper investigates consumer preference for local ecological products rather than foreign equivalents in developing countries. A quantitative approach using conjoint analysis method was used. Face-to-face questionnaires were conducted with 300 consumers in Algeria and Tunisia. The results indicate that the ecological characteristic, origin and price of a product significantly influence consumer preference in both countries. Consumers prefer imported ecological products to locally manufactured equivalents. Contrary to the findings observed in the case of consumers from developed countries, emotional variables such as pride, national identity and ethnocentrism do not impact the preferences of consumers from developing countries. However, this result is influenced by certain individual characteristics, namely income, gender and familiarity with ecological products.