الفهرس 
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Abstract
This study aims to assess the impact of products’ attributes and Consumer Consciousness on the Sustainable Purchase Behavior. In this pursuit a framework is proposed based on the Stimuli-Organism-Response (S-O-R) model to examine the impact of the product attributes of organic food (price fairness, sensorial appeal, natural content, nutritional content and organic labels) and consumer sustainability consciousness (as stimuli) on sustainable purchase behavior while testing the mediating effect of perceived value on this relationship taking into consideration the perceived limitations of purchase in the form of Perceived Behavioral Control that is studied as a moderator in the relationship between perceived value and sustainable purchase behavior. By depending on a sample of 402 customers of retail stores in Alexandria, a survey was conducted using a self-administered questionnaire to collect data and Structural Equation Model – Partial Least Square (SEM-PLS) to analyze data. The results indicates that consumers sustainability consciousness has the highest direct effect on perceived value as well as sustainable purchase behavior, it also indirectly affects sustainable purchase behavior through the partial mediating role of perceived value. All studied organic food attributes were proved to be significantly affecting perceived value, same also was approved for sustainable purchase behavior except for the nutritional (health) content and organic labels. A significant positive relationship was found between sustainable purchase behavior and perceived value, with the moderating role of perceived behavioral control is approved on this relationship. These findings suggest several theoretical and managerial implications which specifically highlight the importance of product attributes, consumers sustainability consciousness and perceived value as determinants of sustainable purchase behavior.