“I Would Like a European Eco-Product!”: A Study on the Preference of Algerian and Tunisian Consumers for Local Ecological Products

  • Mohamed Akli Achabou
  • Sihem Dekhili
  • Mohamed Hamdoun
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This research aims to test empirically the consumers’ preference for local ecological products versus foreign ones. A quantitative approach using a conjoint analysis method has been adopted. Data were collected via face-to-face questionnaire in Algeria and Tunisia. At total, 300 consumers have been interviewed. The findings show that the ecological characteristic of the product, its origin, and price influence consumers’ preference significantly in Algeria and Tunisia. In the two countries tested, consumers prefer less local ecological products than those imported from France. Our research contributes to enriching the little literature on the importance of geographic origin in responsible consumption, particularly in the case of developing countries. This study has also implications for managers of firms operating in developing countries or exporting ecological products to this region.


Ecological products Local products Foreign products Developing countries Consumer preference Conjoint analysis 


  1. Abdmouleh, R. (2010). Consommation des produits écologiques et inégalités sociales. Le cas tunisien. Développement Durable et Territoires, 9, 1–11.Google Scholar
  2. Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match? Journal of Business Research, 66, 896–1903.CrossRefGoogle Scholar
  3. Agbonifoh, B. A., & Elimimian, J. U. (1999). Attitudes of developing countries towards “country-of-origin” products in an era of multiple brands. Journal of International Consumer Marketing, 11(4), 97–116.CrossRefGoogle Scholar
  4. Ariztía, T., Kleine, D., Maria das Graças, S. L., Agloni, N., Afonso, R., & Bartholo, R. (2014). Ethical consumption in Brazil and Chile: Institutional contexts and development trajectories. Journal of Cleaner Production, 63, 84–92.CrossRefGoogle Scholar
  5. Arli, D. I., & Lasmono, H. K. (2010). Consumers’ perception of corporate social responsibility in a developing country. International Journal of Consumer Studies, 34, 46–51.CrossRefGoogle Scholar
  6. Auger, P., & Devinney, T. M. (2007). Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions. Journal of Business Ethics, 76, 361–383.CrossRefGoogle Scholar
  7. Auger, P., Devinney, T. M., Louviere, J. J., & Burke, P. F. (2010). The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study. International Business Review, 19, 140–159.CrossRefGoogle Scholar
  8. Azmat, F., & Samaratunge, R. (2009). Responsible entrepreneurship in developing countries: Understanding the realities and complexities. Journal of Business Ethics, 90, 437–452.CrossRefGoogle Scholar
  9. Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B. E. M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83–95.CrossRefGoogle Scholar
  10. Beirão, G., & Sarsfield Cabral, J. A. (2007). Understanding attitudes towards public transport and private car: A qualitative study. Transport Policy, 6, 478–489.CrossRefGoogle Scholar
  11. Bucic, T., Harris, J., & Arli, D. (2012). Ethical consumers among the millennials: A cross-national study. Journal of Business Ethics, 110, 113–131.CrossRefGoogle Scholar
  12. D’Astous, A., & Ahmed, S. A. (1999). The importance of country images in the formation of consumer product perceptions. International Marketing Review, 16(2), 108–126.CrossRefGoogle Scholar
  13. D’Souza, C., Taghian, M., & Khosla, R. (2007). Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting Measurement and Analysis for Marketing, 15(2), 69–78.CrossRefGoogle Scholar
  14. De Abreu, M. C. S. (2011). Effects of environmental pressures on company sustainability strategies: An interview study among Brazilian manufacturing firms. International Journal of Management, 28(3), 909–925.Google Scholar
  15. Dekhili, S., & Achabou, M. A. (2014). The influence of the country-of-origin ecological image on ecolabelled product evaluation: An experimental approach to the case of the European ecolabel. Journal of Business Ethics, 131(1), 89–106.CrossRefGoogle Scholar
  16. Gherib, J., & M’hissen, I. (2010). Engagement environnemental et taille de l’entreprise: une lecture à travers la théorie néo-institutionnelle, paper presented at the 19 th International Conference of Strategic Management, June 1–4, Luxembourg.Google Scholar
  17. Ghewy, P. (2010). Créer et exploiter la relation marque client: le cas des alliances et licences de marques. Innovations, 32, 147–158.CrossRefGoogle Scholar
  18. Giesler, M., & Veresiu, E. (2014). Creating the responsible consumer: Moralistic governance regimes and consumer subjectivity. Journal of Consumer Research, 41, 840–857.CrossRefGoogle Scholar
  19. Han, C. M. (1989). Country image: Halo or summary construct. Journal of Marketing Research, 34(26), 222–229.CrossRefGoogle Scholar
  20. Hart, S. L. (1997). Beyond greening: Strategies for a sustainable world. Harvard Business Review, 75(1), 66–77.Google Scholar
  21. Kerzabi, A. (2009). Entreprises, développement et développement durable: Le cas de l'Algérie. Marché et organisations, 1(8), 61–77.CrossRefGoogle Scholar
  22. Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19–41.CrossRefGoogle Scholar
  23. Labidi, M. M., Smaoui, F., & Touzani, M. (2012). Pays émergents et préférence pour les produits importés : exploration d’une relation complexe, paper presented at the International Marketing Trends Conference, 19–2 January, Venice, Italy.Google Scholar
  24. Lumpkin, J. R., & Crawford, J. C. (1985). Consumer perceptions of developing countries, In N. K. Malhotra (Ed.). Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference, Cham, Switzerland, 8, 95–97.Google Scholar
  25. Memmi, A. (1985). Portrait du colonisé, portrait du colonisateur. Paris: Gallimard.Google Scholar
  26. Nagashima, A. (1970). A comparison of Japanese and U.S. attitudes toward foreign products. Journal of Marketing, 4, 68–74.CrossRefGoogle Scholar
  27. Opoku, R. A., & Akorli, P. A. K. (2009). The preference gap: Ghanaian consumers’ attitudes toward local and imported products. Africain Journal of Business Management, 3(8), 350–357.Google Scholar
  28. Prendergast, G. P., Tsang, A. S. L., & Chan, C. N. W. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, 27(2), 180–188.CrossRefGoogle Scholar
  29. Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477–497.CrossRefGoogle Scholar
  30. Steenkamp, J. B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53–65.CrossRefGoogle Scholar
  31. Swaen, V., & Vanhamme, J. (2004). See how ‘good’ we are: The dangers of using corporate social activities in communication campaigns. Advances in Consumer Research, 31(1), 302–303.Google Scholar
  32. Swaidan, Z. (2012). Culture and consumer ethics. Journal of Business Ethics, 108, 201–213.CrossRefGoogle Scholar
  33. Venkatesh, V., Chan, F. K. Y., & Thong, J. Y. L. (2012). Designing e-government services: Key service attributes and citizens’ preference structures. Journal of Operations Management, 30(1–2), 116–133.CrossRefGoogle Scholar
  34. Verlegh, P. W. J., & Steenkamp, J. B. E. M. (1999). Review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521–546.CrossRefGoogle Scholar
  35. Yin, J., & Zhang, Y. (2012). Institutional dynamics and Corporate Social Responsibility (CSR) in an emerging country context: Evidence from China. Journal of Business Ethics, 111, 301–316.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Mohamed Akli Achabou
    • 1
  • Sihem Dekhili
    • 2
  • Mohamed Hamdoun
    • 3
  1. 1.IPAG Business SchoolParisFrance
  2. 2.Université de StrasbourgStrasbourgFrance
  3. 3.Université de TunisTunisTunisie

Personalised recommendations