Ethical Consumerism: A View From the Food Industry in Morocco

Nicolas Hamelin, Talha Harcar, Yamina Benhari

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)343-362
Number of pages20
JournalJournal of Food Products Marketing
Issue number5
StatePublished - Oct 2013

All Science Journal Classification (ASJC) codes

  • Food Science
  • Business and International Management
  • Marketing


Dive into the research topics of 'Ethical Consumerism: A View From the Food Industry in Morocco'. Together they form a unique fingerprint.

Cite this