This research consolidates the existing literature suggesting that a company's ethical behavior can have a positive effect on consumers' perception regarding the company (Kraus et al., 2022). This qualitative study, based on a comprehensive approach, conduct an initial exploratory investigation to identify the effect of the societal responsibility on the perception of Moroccan consumers regarding the agri-food products. The main aim is to generate insights that can serve as a foundation for developing theory-based hypotheses for subsequent quantitative research. The study, conducted via 35 semi-structured interviews, has revealed five key areas: (1) A hierarchy of consumers' expectations of the CSR pillars according to the PERVAL scale developed by Sweeney & Soutar (2001) (2) A significant enhancement of perceived quality linked to CSR actions, (3) an improvement in satisfaction (4) a complementary role in loyalty. (5) Finally, an influence of CSR on the purchase intention, subject to economic constraints. While CSR is positioned as a strategic key of success driver in the agri-food sector, its impact remains secondary according to the sample, highlighting a tension between ethical aspirations and budgetary constraints among Moroccan consumers. Through its methodology, this research contributes by using the PERVAL scale as an analytical lens for qualitative data in the context of agri-food CSR. It illustrates how CSR perceptions can be translated into perceived value, offering a foundation for future quantitative research on consumer perception.
ARZAZ et al. (Tue,) studied this question.