@article{zaidi2026predictors,
  title = {Predictors of the Intention to Buy Organic Products:  A Quantitative and Cross-sectional Study in Tunisia},
  author = {Saida ZAIDI and António José Gonçalves FERNANDES and  Maria Isabel Barreiro RIBEIRO},
  year = 2026,
  url = {https://ibimapublishing.com/articles/JMRCS/2026/440978/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2026,
  pages = 17,
  doi = 10.5171/2026.440978,
  abstract = {Organic farming plays a very important role in promoting sustainable agriculture by preserving ecosystems, enhancing biodiversity, and ensuring the production of healthier food. As the demand for organic products continues to rise globally, understanding the factors driving organic food consumption becomes essential for fostering sustainable consumer behavior. Tunisia, with its deep-rooted agricultural heritage and growing interest in organic and sustainable living, presents a unique case for examining these dynamics. Given the country's ongoing economic development and urbanization, it is crucial to examine the factors influencing consumer choices regarding organic products. Thus, this study aims to analyze the factors influencing organic food consumption in Tunisia by assessing consumer attitudes, purchasing habits, and barriers to its implementation. Using a quantitative and cross-sectional approach, data were collected through a structured survey targeting a diverse sample of Tunisians that explored socio-demographic characteristics, economic constraints, motivations, and challenges of consuming organic food. Statistical analysis was applied to identify key trends and correlations.  Findings reveal that 23% of respondents purchase no organic products, with supermarkets dominating distribution channels and limited availability through direct farmer sales or specialty stores. Consumer knowledge is notably deficient, with over 60% of participants demonstrating limited understanding of organic food. Regression analysis reveals that attitudes toward organic food are the strongest predictor of purchase intention, followed by health awareness, while perceived price has a negative impact on consumption. Interestingly, environmental concerns showed no significant association with purchase intention. These results underscore the need for strategies that foster positive attitudes and address price concerns to promote the implementation of organic food in Tunisia.},
  keywords = {Organic food, Sustainability, Purchasing decisions, Consumer.},
  note = Article ID: 440978
}