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Abstract

According to certain recent investigations French consumers are increasingly sensitive to the regional and organic origin of their food purchases. The objective of this article is to identify the principal predictive variables of the purchasing intention of regional organic products. For that a quantitative investigation (n = 917) was carried out on the basis of the theory of planned behaviour. Considering the exploratory character of this research, the investigation integrates, in the same questionnaire, three models of the theory on a) the purchasing intention of regional products b) the purchasing intention of organic products and c) the purchasing intention of regional organic products. The analysis of the purchasing intentions of regional organic products shows the prevalence of the altruistic motivations (benefits for the environment and for the local economy) contrary to the models on the regional or organic product purchase in which the prevalent motivations are of personal order.

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