Abstract:

This article focuses on the attributes, consequences and values of organic consumption using the cognitive chaining method to highlight the motivations of purchase and consumption of organic products. A qualitative, exploratory, study was conducted with Tunisian interviewed 60, consumers of organic products of different genres. The results of this analysis highlight the associated values of individuals (health, ecology, taste,...) which explain their reasons to buy and consume organic products. These guidelines have been defined globally from their cognitive structures.