IJCRR

INTRODUCTION

Across the world people are increasingly engaged in responsible consumption with the purchase of sustainable and environmentally friendly products.¹ This trend shows that these products are gradually occupying a prominent place in the consumption habits of organic products. Qualifying an organic product must ensure that its production has been carried out under healthy conditions, without the use of chemicals or pharmaceuticals. The consumption of a food product cannot, therefore, be considered trivial insofar as it corresponds to the incorporation by the consumer of a foreign body Sirieix, (1999).² unlike many countries around the world, in Morocco there are no studies that have looked at this consumer trend. In France for example, according to the French Ministry of Agriculture and Food (2019), more than 9 in 10 French people (92%) report having consumed organic products in 2018.³ In addition, in France, a study shows that more than 30% of French people believe that it is normal to pay more for organic products.⁴ Furthermore, according to Slim Kabbaj (2019), President of the Club des entrepreneurs Bio (CEBio), in Morocco, the first organic productions date back to 1986 and in 1919 the area devoted to organic farming in Morocco reached 11,000 hectares, i.e. an increase of almost 50% compared to the last ten years. Usually, this type of agriculture involves fruits, market garden plants and aromatic, medicinal and condiment herbs. This new activity constitutes an emerging economic sector, so the identification of organic consumption values ??is an issue of concern to marketing researchers.⁵ However, many studies have concerned organic products in America and Europe, but in Morocco, little research has started on this subject despite the efforts undertaken. It is with this in mind that we proposed to contribute to this research by conducting a prospective study on confidence in the consumption of organic products and the link with certain socio-demographic factors.

METHODOLOGY

We have adopted a method of descriptive and analytical analysis based on a survey of a sample of 148 respondents. The means chosen for data collection is the questionnaire. Data analysis is performed by SPSS 12 software.

• Study area and population

The data is collected following invitations by email. Guests are expected to complete a questionnaire covering certain socio-demographic criteria.

• Data collection tool

The questionnaire is made up of 6 items, the choice of which is inspired by a bibliographical summary on work already carried out around the world. The questionnaire is composed of two parts: a part reserved for questions on the socio-demographic and professional profile and a second part intended for the questionnaire itself which is made up of 6 items.

Items 1: Do you think that the choice of organic products is important? If so, do you justify it?

Item 2: Have you ever bought or consumed an organic product, if so which one?

Item 3: where did you buy the organic products?

Item 4: What is your allocated budget for the purchase of organic products on average?

Item 5: Attendance at places to buy organic products

Item 6: What are your motivations of purchase organic products?

The data after collection and filtration are subjected to descriptive and analytical analyzes by the SPSS 12 software (trial version).

RESULTS

1. Description of people surveyed

The survey covers 148 respondents, 54.7% (n=81) of whom are female. In addition, 47.3% (n=67) are under 30 years old, 48% are between 30 and 50 years old and 4.7% are over 50 years old. Regarding the educational level of respondents, 57.3% have a level between 3 and 5 years after the baccalaureate and 26.7% have a baccalaureate-level over 5 years. The majority of respondents are students or civil servants.

2. Study of the distribution of respondents' responses

Table (1) below shows the results of the distribution of responses to the various items of the questionnaire proposed for the state of confidence. Remembering that the reliability showed a very important Cronbach index (index = 0.777).

1. Do you think that the choice of organic products is important? If so, do you justify it?

The breakdown of respondents according to their answers to this question shows that 57.3% (n = 86) said “yes” against 42.7% (n = 62) who answered “No”. The respondents who answered “yes” justified this for many reasons. Indeed, 41.86% (n = 36) declared that in principle, the choice of organic products helps to guide the deployment of policies in favor of responsible production on the part of organizations. But in fact, since we are in a capitalist system, it is very difficult to produce this policy, while 44.19% (n = 38) justified their answer by the fact that the use of organic products is in close relationship with the environment, society, this responsibility is to be passed on to subsequent generations, so we must be careful what we consume and how we consume it. We should not therefore exaggerate but make our consumption optimal. On the other hand, it is favorable to sustainable development to preserve resources, not to encroach on the resources of future generations to ensure the sustainability of the quality of life for future generations because the environmental situation and of the climate is deteriorating day after day. 13.96% responded that this practice is for the preservation of health.

2. Have you ever bought or consumed an organic product, if so which one?

The figure below shows the results of the responses to the question "Have you ever bought or consumed an organic product, if so which". Indeed, 46% of respondents said they bought or consumed the food or cosmetic products. However, 22% bought food products only, and 17% cosmetic products.

3. Where did you buy the organic products?

The results concerning this question show that 35% of respondents choose to buy organic products from associations and cooperatives while 26% buy them in specialized stores. 21% say they buy these products from farmers and / or associations. Likewise, 18% of respondents said they are comfortable with supermarkets. Studies carried out in France show that 65% of purchases are made in medium-sized stores.

4. What is your allocated budget before buying organic products on average?

The results of the budgets reserved for the purchase of organic products. As a result, 37% of respondents declared spending between 100 and 200 MAD and 24% between 300 and 400 MAD. However, 24% answered spending between 300 and 400 MAD.

5. Regarding the question concerning the frequentation of places of purchase of organic products:

The results show 58% said that occasionally while 20% declared that they frequented places of sale once a month and the same frequency for those who responded several times a week.

6. What are your motivations in relation to the purchase of organic products?

The breakdown of responses to this question shows that 58% say that the motivation to consume organic products is health, 24% it is for well-being and 18% answer that it is product quality.

3. Global analysis

The degree of confidence is obtained by summing the response levels according to the corresponding scale. The average score is 87.23 ± 3.09, this score fluctuates between 5 points as a minimum value and a maximum score of 16 points. The distribution meets the standards of a Gaussian law (skewness coefficient = 0.11 and a kurtosis of 0.99). In fact, given the absence of a standard, we referred to the median value which corresponds to 85.01; 50% of respondents had a score below the median value therefore considered to have a degree of confidence varies from a low to moderate degree and the remaining 50% where the score is greater than the median value are respondents with a degree of confidence. Trust acceptable to best.

To look for certain factors related to this behavior, we used a multiple regression analysis whose dependent variable is the score and the explanatory variables are mentioned in the table below. Analysis of variance shows a very highly significant effect (Fisher = 5.754. P <0.000) (Table 2). However, this analysis confirms the compatibility of the chosen variables with each other and with the explained variable.

Table (3) below shows the results of the multiple regression analysis. In addition, all the required variables entered are introduced and none have been excluded. These independent variables explained more than 56% of the total variation (coefficient of determination = 0.561) with a standard error of 2.77. Indeed, the variables which showed a significant association with the predicted variable are:

• Item 1 “Do you think that the choice of organic products is important? If so, do you justify? »Is positively correlated with the degree of confidence, which explains why people who think about the choice of organic products have great confidence in them.

• Item 2 "Have you ever bought or consumed an organic product, if so which one" the latter is positively correlated with the total score. Indeed, people who trust organic products tend to use them for food and cosmetics.

• Item 6 "What are your motivations in relation to the purchase of organic ". The correlation is positive between the predicted variable and item 6, which explains why the trend for buyers of these products is for health purposes.

• The level of training and socio-professional status have a very significant effect on the degree of confidence of the people surveyed. Having a high educational level and an accepted financial level are two factors that most likely result in a significant degree of confidence. In the light of these results, the model chosen to estimate the degree of confidence by taking into account all the variables introduced therefore made it possible to develop a linear equation whose explanatory variables are the state of confidence granted to these products, especially the products with food and cosmetic tendencies and which are used for sanitary purposes.

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