Abstract:

Organic farming plays a crucial 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 critical to explore the factors shaping consumer choices regarding organic food. This study aims to analyze the factors influencing organic food consumption in Tunisia by assessing consumer attitudes, purchasing habits, and barriers to adoption. Using a quantitative approach, data were collected through a structured survey targeting a diverse sample of Tunisians that explored socio-demographic characteristics, economic constraints, motivations, and challenges to organic food consumption, with statistical analysis 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 identifies attitudes toward organic food as the strongest predictor of purchase intention, followed by health awareness, while perceived price negatively affects consumption. Interestingly, environmental concerns showed no significant association with purchase intention. These results show the need for strategies that improve attitudes and address price concerns to boost organic food adoption in Tunisia.