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Consumption Values of Organic and “Beldi” Food Products in Morocco

In: Brand, Label, and Product Intelligence

Author

Listed:
  • Salima Jazi

    (University Hassan 1)

  • Ghizlane Kasmi

    (University of Paris 1 Panthéon Sorbonne)

Abstract

The investigations conducted in this exploratory research aim to understand the consumer behavior towards organic and “Beldi” food products in the Moroccan culture. Specifically, a deeper understanding of the value dimensions consumers perceive in the context of organic food products is required to evaluate the potential development of the consumption of these products. The literature review on this topic, allowed us to propose a typology of consumption values for this category of products. Through a qualitative study using semi-structured interviews, we tested the developed typology. Findings—The results from survey data indicate that the commitment values, which are in vogue among northern countries’ consumer (environmental, CSR, ethical considerations and concern for future generations), are far from motivating and interesting the Moroccan consumer. In addition, the results highlight that confusion exists in the consumer's mind regarding the distinction between organic products and “Beldi” products. Efforts must be made in order to market, communicate and valorize organic products. Their inherent communication strategies have to focus more on the individual aspect of their consumption. It must also highlight the safety aspect and the natural appearance of the products not only to reassure consumers but also to incorporate the self-expression dimension.

Suggested Citation

  • Salima Jazi & Ghizlane Kasmi, 2022. "Consumption Values of Organic and “Beldi” Food Products in Morocco," Springer Proceedings in Business and Economics, in: Joseph Kaswengi & Aurore Ingarao (ed.), Brand, Label, and Product Intelligence, chapter 0, pages 73-87, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-95809-1_4
    DOI: 10.1007/978-3-030-95809-1_4
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