The antecedents of the consumer purchase intention: Sensitivity to price and involvement in organic product: Moderating role of product regional identity

Background This research emphasizes on the predictive variables of the intention to purchase an organic product. Scope and approach: The paper focuses on the consumer involvement in organic consumption and sensitivity to price as motives of consumer purchase intention as well as the moderating role of the product regional identity. Key findings and conclusions: The findings allowed us to deduce that the interviewed Tunisian customers intend to buy organic olive oil because they are concerned about preserving both their health and their environment. Also, these customers are more involved in regional organic products and are able to pay high prices to buy these products in order to profit from their safety, traceability and high quality.