Exploring Consumer`s Behavior Regarding Organic Food in Portugal

Sara Sousa, Madalena Abreu, Henrique Sousa, Yulia Pogodina, Ashley Costa

Abstract


In a society that is increasingly conscious of and concerned about environmental and health issues, organic products are emerging as a highly relevant consumption alternative, reflecting not only a healthier choice but also a more sustainable one. Through a detailed literature review and the dissemination of a questionnaire on social media, this study collected valuable information on consumers` behavior regarding organic products. The main objective is for various stakeholders, namely producers and policymakers, to use the gathered information to develop more effective strategies, initiatives, and policies that promote greater consumption of organic products, whether for health or sustainability reasons, particularly environmental. The results reveal that the vast majority of respondents only consume organic food products occasionally, purchasing them mainly at the supermarket. Among the different types of products, fruits and vegetables are the most consumed, with health, taste, and quality being the main reasons for consuming them. Regarding logos and labels, most respondents claim to be familiar with them, although many still have some doubts. As for the willingness to pay more for these products, the majority are not willing to pay more than 1 euro.


Keywords


Organic; Consumption; Behavior; Greenwashing

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References


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Portuguese Journal of Finance, Management and Accounting

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DOI: 10.54663/2183-3826

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