Kiss, MariettaManal, Echchad2026-05-282026-05-282026https://hdl.handle.net/2437/407451The purchasing intention of Moroccan consumers is examined in relation to ecolabelled local products. The analysis focuses on how consumption values, ecolabel knowledge, ecolabel credibility, and trust in certifying institutions shape consumer decision-making. The conceptual framework combines the Theory of Planned Behavior and the Theory of Consumption Values. Data were collected through an online questionnaire involving 326 Moroccan respondents. PLS-SEM was applied to assess the reliability, validity, predictive power, and structural relationships of the proposed model. The findings indicate that quality functional value and conditional value have significant positive effects on purchasing intention. Ecolabel knowledge has both a direct effect and an indirect effect through attitude toward ecolabelled local products. Ecolabel credibility and trust in certifying institutions influence purchasing intention mainly through the formation of more favourable consumer attitudes. Attitude and subjective norms are confirmed as relevant drivers of purchasing intention, while perceived behavioral control does not show a significant direct effect. The results highlight the importance of consumer awareness, product accessibility, credible labelling, and institutional trust in strengthening sustainable local product markets in Morocco.134enecolabelslocal productspurchasing intentionMoroccoPhD, doktori értekezésGazdálkodás- és szervezéstudományokTársadalomtudományok