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Ethical Consumerism: A View From the Food Industry in Morocco

Hamelin, Nicolas, Harcar, Talha, Benhari, Yamina
Journal of food products marketing 2013 v.19 no.5 pp. 343-362
attitudes and opinions, business enterprises, consumer behavior, ethics, fat-free foods, food industry, food prices, healthy diet, income, markets, men, pasteurization, profitability, religion, willingness to pay, Morocco
Both consumers and firms are now more concerned about ethics as a way to make business transactions a win–win deal. As consumers ensure profitability to businesses, they expect fair practices and honest behaviors toward society. The study reported here attempts to investigate Moroccans’ perceptions and attitudes toward ethical consumerism of food. Consumers’ willingness to buy those products and their motives for such purchases as well as factors preventing ethical purchases is investigated. Besides price, which drives most their decision to buy a food or not, Moroccans are driven by ethical claims such as “healthy,” “no fat,” “pasteurized,” etc. It was shown that consumers trust information on the labels of products besides information provided by consumer authorities. In relation to ethical aspects, Moroccans are mostly concerned about the environment and religion. Older men with high income are shown to be a good target for the ethical food market.