Different consumer behaviours for organic food in Tunisia. A cluster analysis application

In recent years, both politics and the literature have shown considerable interest in organic farming with a view to sustaining healthy and environmentally-friendly consumption. Currently, organic consumption has increased almost everywhere and has extended even in countries that were initially producers and suppliers for western countries. Tunisia is one of the countries that have only recently shown an interest in organics. Our objective was therefore to identify organic consumers in Tunisia, carrying out a cluster analysis on a sample of 370 consumers. Five different consumer types were identified. Among them, regular consumers (25%) and promising consumers (36%) revealed the greatest awareness of the benefits related to organic foods and are those who can contribute to expanding the organic market, although marketing innovations are necessary to make organic foods available at affordable prices especially to promising organic consumers.