The purchase intention of local products of Moroccan cooperatives on social media: Exploratory study

Abstract

Social media have fully changed the way consumers interact and express themselves and how knowledge is created and exchanged (Bertino & Foster, 2015). Starting from the observation of an institutional appropriation of social innovation, oriented towards competitiveness and market efficiency (Juan et al., 2020), Moroccan terroir coopératives are about to follow suit in the trade, this change raises new research questions in relation to Moroccan consumer behavior and purchase intention via social networks.

The present research aims, through an exploratory study, to analyze the purchase intention on social networks of Moroccan terroir coopératives' products. The theoretical framework adopted refers to the theory of planned behavior (Ajzen, 1991). Our methodological approach is based on a quantitative approach conducted on 183 social network users, with the purpose of determining the variables that can determine the purchase intention of Moroccan terroir coopératives products on social networks. In order to model and analyze the relationships between the variables of the research model the PLS method was used, which allowed us to confirm that the sample has a positive attitude and finds the usefulness of buying local products on social networks.

Key words : Purchase intention, terroir cooperatives, social media, theory of planned behavior, Morocco.

JEL Classification : D1, D12

Paper type: Empirical research.