The Purchase and Consumption Motivations of an Organic Product by the Tunisian Consumer: an application on the Prickly Pear Seed Oil (PPS)

Abstract

This article focuses on the attributes, consequences and values of the consumption of organic products. The study relies on the cognitive chaining method which consists in highlighting and prioritizing the main reasons for purchasing and consuming organic products. A qualitative, exploratory study was conducted involving 60 Tunisian consumers of prickly pear seed (PPS) oil. The results of this analysis show the consumers’ associated values which account for the purchase and consumption of organic products (price, health, ethics, satisfaction, local economy, etc.). These values were mainly defined through their cognitive structures. The findings of the research will allow operators to determine areas of improvement of the bio sector.