Understanding Moroccan Consumers’ Perceptions of Organic Products: A Qualitative Exploration and Empirical Model Proposal

Abstract

Organic foods continue to gain popularity in emerging markets. Like other developing economies, Morocco is following the pattern of developed markets in adopting organic food consumption. This research aimed to explore the consumer perception of organic foods in Morocco, listing the qualitative issues associated with their consumption, to develop an empirical model for a quantitative evaluation. A purposive sampling method was applied to recruit 20 participants from various shopping areas in Casablanca, people who had at least consumed organic foods in the past three-month period. Semi-structured interviews were conducted with the participants during face-to-face meetings, and with others conducted remotely. The interviews were recorded and later transcribed, then subjected to thematic analysis. The theory of goal-directed behavior aided the study to observe that Moroccans perceive organic foods as being of high quality and chemical-free. They believe the foods are good for personal health, preventing chronic diseases, and for ecological sustenance. Organic foods, to Moroccans, are natural and authentic. They are motivated to purchase the foods to maintain health, feel proud, and identify with their social circles. Conversely, the limited supply of food, high pricing, inadequate information, and in some cases, discriminatory social norms discourage them from purchasing. The study’s findings provide an in-depth qualitative exploration of Morocco, an under-researched growing market, thus contributing to the understanding of consumer psychology toward organic products. For practice, the research offers diagnostic insights to policymakers and marketers to design appropriate awareness campaigns and improve accessibility to promote consumer trust through certification and product labeling. However, owing to the small sample size used in the study and the delimitation to Casablanca, the researchers recommend an expanded study, widening the coverage to the national level, with a larger sample. The proposed model sets the foundation for the quantitative validation of the national results.