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This research emphasizes on the predictive variables of the intention to purchase an organic product. The paper focuses on the consumer involvement in organic consumption and sensitivity to price as motives of consumer purchase intention as well as the moderating role of the product regional identity. The findings allowed us to deduce that the interviewed Tunisian customers intend to buy organic olive oil because they are concerned about preserving both their health and their environment. Also, these customers are more involved in regional organic products and are able to pay high prices to buy these products in order to profit from their safety, traceability and high quality. • Consumer involvement and price sensitivity have been considered the main antecedents of organic product purchase intention. • The regional identity of organic product moderates the relationships between purchase intention and its antecedents. • The Tunisian consumer is less sensitive to price of regional organic olive oil due to its high perceived nutritional value. • Insufficient researches are done regarding the purchasing intention towards organic products in the Tunisian context. [ABSTRACT FROM AUTHOR]