Study of the Behavior of Consumers of “Terroir” Cosmetic Products: Application of the Planned Behavior Model

The concept of 'cosmetic terroir' products, which are in response to consumers' growing demand for authenticity and environmental awareness, represent a dynamic equilibrium between tradition and innovation. These products are distinguished by their geographical and cultural roots, and their ability to combine ancestral know-how with modern market demands. "Terroir" cosmetics, in particular, embody this symbiosis between preserving heritage and adapting to contemporary expectations, favoring processes that respect the environment and consumer health. Ajzen's theory of planned behaviour has been utilised to study consumer behaviour, and the results indicate that attitudes towards products, perceived social norms, and perceived behavioural control significantly influence the intention to purchase "terroir" cosmetic products. The survey results, conducted in the Béni Mellal-Khénifra region, support this theory. The findings indicate that positive attitudes, influenced by social factors such as expectations of significant others and perceived self-efficacy in making purchases, are associated with heightened purchase intentions. These elements underscore the importance of psychological, social, and contextual mechanisms in purchasing decisions. The integration of these factors enables "terroir" cosmetic products to function as potent catalysts for local economic development, while concurrently addressing contemporary issues concerning sustainability and naturalness. The application of the theory of planned behaviour enables local cooperatives to gain a more profound understanding of consumer motivations and to formulate marketing strategies that are more suited to improving their competitiveness against international brands, whilst simultaneously affirming the distinctiveness of local products.