Motivações de compra dos consumidores de produtos orgânicos em Natal-RN

Abstract

The present work aimed to investigate consumers' motivations for purchasing organic products at CECAFES in Natal -RN. which is the distribution center for organic food sold by family farmers, cooperatives and associations in Rio Grande do Norte, known as the Family Farming Market. For this purpose, a descriptive-exploratory research was developed, using the survey method with the application of questionnaires. This work enables the perception of which characteristics most influence the consumer in the purchasing decision, aiming to fill the gaps with a lack of research in the area. As the research object, CECAFES visitors were interviewed. The data collection instrument was constructed with dimensions on frequency of consumption, purchase, knowledge of organic food and non-food products, in addition to questions related to socioeconomic data. The variables that make up each dimension were evaluated on a 5-point metric scale based on the Likert Model, which ranged from 1 (No importance) to 5 (Very important), depending on the level of agreement with a phrase proposed to characterize each variable. The collected data were analyzed using descriptive statistics and comparison of means. Results indicate that the profile of organic consumers is predominantly women, with completed higher education and family income greater than three minimum wages, who are looking for a better quality of life, preservation of health and the environment, and in search of a tastier food.