Application of the Extended Theory of Planned Behavior Model to Analyze Purchase Intention Determinants of Sustainable Argan Oil Among Moroccan Consumers

The global demand for argan oil has grown considerably in recent years, creating economic opportunities while raising concerns about ecosystem degradation and the sustainability of production systems. To support long-term viability, several initiatives have promoted environmentally friendly practices and fair value-chain models. However, the effective market integration of these initiatives depends on understanding consumer behavior and preferences toward sustainable products. This study aims to identify the determinants influencing consumers’ purchase intention for sustainable argan oil using an extended framework of the Theory of Planned Behavior (TPB). A structural equation modeling approach was applied to analyze responses from adult consumers with a minimum education level of secondary education. The results show that consumer attitude, perceived behavioral control, and willingness to pay have significant positive effects on purchase intention, while ecological literacy exerts an indirect influence through attitude, social norms, perceived behavioral control, and willingness to pay. In contrast, ecological literacy has no significant direct impact. These findings improve the understanding of behavioral mechanisms underlying green product consumption and offer insights into designing marketing strategies that align with sustainability values and promote responsible consumer choices.