Exploring Moroccan Consumers’ Definitions and Perceptions of Terroir Products: A Reflexive Thematic Analysis

Abstract

This study explores the definition and perception of terroir products from the perspective of Moroccan consumers, addressing a gap in the literature regarding local interpretations of this concept. Traditionally associated with authenticity, quality, and a unique connection to the land, terroir products in Morocco are rooted in cultural heritage and traditional practices. Using reflexive thematic analysis of semi-structured interviews with 25 Moroccan consumers, this research identifies three primary categories of terroir products: food, beauty, and medicinal or well-being products. Findings indicate that Moroccan consumers define terroir products as natural, locally produced items that embody authenticity, traditional craftsmanship, and regional identity. These products are valued for their health benefits, cultural significance, and contribution to the local economy, often contrasting with mass-produced or imported goods. The study highlights the challenges of marketing terroir products in Morocco, where the term “terroir” is of French origin and may not be readily understood by all consumers. Insights from this research can help refine marketing strategies to better align with consumer perceptions, emphasizing cultural relevance, authenticity, and local production methods.