Exploring consumer behavior, attitudes, and willingness to pay for agroecological products in Tunisian urban areas

Abstract

Agroecology is a holistic approach that integrates ecological principles with social and economic dimensions to transform food systems toward sustainability and fairness. While global demand for agroecological products is increasing due to environmental and health concerns, their market penetration remains limited by high prices, weak certification systems, and low consumer awareness. In Tunisia, agroecology has gained growing attention in policy discourse and civil society initiatives as a response to environmental challenges such as water scarcity, soil degradation, and climate change. However, the agroecological transition continues to face major market constraints, including limited market access, dominance of conventional agri-food systems, and insufficient consumer demand. These challenges are compounded by widespread confusion among consumers regarding the differences between conventional, organic, and agroecological production models. This study addresses a critical lack of empirical evidence by examining domestic demand and consumer perceptions of agroecological products in Tunisia, focusing on urban consumers. By clearly distinguishing agroecological products from organic and conventional alternatives, the research analyzes the psychological, economic, and behavioral factors influencing purchasing decisions and the willingness to pay a price premium. The objectives are to identify the socio-demographic profile and consumption habits of potential consumers, and to examine the relationships among consumer attitudes, green psychological benefits, perceived value, price sensitivity, and willingness to pay. The findings aim to inform evidence-based policies and marketing strategies that can support the development of viable agroecological markets and facilitate a sustainable transition of the Tunisian food system.