Consumers buy organic food to meet their personal needs, being consistent with their philosophy of life. Understanding the profile of consumers and their preferences contributes to knowing how to improve the satisfaction of such customers and to strengthen the performance of merchants. This study sought to identify the profile of organic food consumers who attend the two organic marketplaces in the city of Goiânia. The survey was applied to consumers in November 2015 and provided 32 complete answers. The results showed that consumers have higher education, that 65.6% have income above R$4,801.00, and 78.1% agree to pay 20% or more for a similar non-organic product. Overall, consumers want to increase the consumption of organic food.
Organic foods are considered healthier and generate less environmental impacts when compared to foods obtained through conventional production procedures. Therefore, the objective of this study was to estimate the willingness of consumers to pay more for organic products than for products produced through conventional techniques. The Contingent Valuation Method was used. The data were obtained applying 410 surveys which were answered by people that shop for fruit and vegetable in conventional farmer markets. A total of 76.58% of the people interviewed were willing to pay 20 to 50% more for an organic product. This represents the possibility of inserting these products in the Market for the part of the population which is aware of the environmental and health benefits derived from the production and consumption of organics. However, 76% of the people reported that they have difficulty in finding organic products.
Information on the profile of producers of organic products in Goiania are currently lacking. Knowing this profile contributes to the market and helps define public policies that encourage and promote the production and marketing of organic products, which bring environmental, social and public health benefits due to its characteristics. This article provides an evaluation survey of the profile of organic producers who sell products in the organic marketplaces in the city of Goiania. The profile was outlined through the application of a survey to 100% of the producers. A non-participant observation method was applied during visits to these marketplaces, in order to evaluate the dynamics inherent to the marketplaces. The strengths, weaknesses, opportunities and threats of the producers were identified using the SWOT analysis. A total of 66.6% of the producers claimed to have a profit margin of 30% or more. Processed and semi-processed foods marketed in the marketplaces do not address the guidelines of the Health Surveillance and other regulations. There are many opportunities for new entrepreneurs entering the organic sector.
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