Profile of Organic Food Consumers in the City of Goiania-Go

Abstract

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.