Characterization of organic food consumers

a quantitave social media research

Abstract

Organic food consumption is growing fast in the world. The search natural food, the concern with the environment in the production process and food safety promote market growth. Surveys are carried out in several places around the world that seek to understand the habits of those consumers in order to outline the best sales strategies and customer loyalty. The objective of this research paper was to identify the behavior and the profile of consumers of organic products through a questionnaire prepared on a digital platform and disseminated through social network. For this purpose, information on income, age, purchase motivation, main foods purchased, places of purchase of organic foods were collected. The questionnaire was answered by 259 people in September 2018. The results showed that organic foods have a great acceptance. 91% of respondents stated they would replace conventional products with organic, disregarding factors such as availability and price. The main organic foods purchased are vegetables and fruits. It can be stated from this study that the main motivational factors in the purchase of organic foods are those related to food safety and health promotion. It is concluded that there is still an unexplored Market for the commercialization of organic foods and that factors such as high prices and low availability of food hinder the higher sales growth.