Exploring Consumer Behavior in Emerging Markets Towards Organic Products Through Local Identity, Patriotism, and Trust in Origin: Moroccan Case

It is difficult to understand consumer behaviour, particularly as it addresses a range of complex aspects such as regional identity, patriotism and trust in the origin of products which are included in the Organic Products landscape. These objects, which are usually lenses through which the consumer perceives and interacts with products, have a major role in shaping consumers’ preferences. These elements play an important role in the Organic Consumption context, becoming a key component of consumers’ decisions in Emerging Market countries. Local identity is a rich combination of cultural, social, and historical elements that define a community or region; it transcends geographical boundaries. The aim of this study is to bridge the existing gap between academic knowledge on consumer behaviour towards organic products in emerging markets. Emerging markets have offered a new terrain, with their own set of challenges and opportunities, in contrast to the motivations and obstacles that developed markets have been subject to so far. In addition to enhancing academic knowledge, the study of consumer behaviour in these contexts is also a practical matter for industry participants that are trying to penetrate this growing market. These findings highlight the importance of taking local identity, patriotism and trust in origin into account when developing policies on organically grown crops. In order to foster a supportive environment for organic growth, policy makers can consider incentives and initiatives that are compatible with consumer objectives. These findings highlight the importance of considering local identity, patriotism, and trust in origin when designing policies on organic farming. Incentives and initiatives that correspond to consumers’ objectives could be explored by policy makers, with a view to promoting the development of an enabling environment for growth in the Organic sector.