Organic food consumers and producers: Understanding their profiles, perceptions, and practices

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Food Science

Background:

• The global and Brazilian organic food markets are expanding.
• Understanding the dynamics of the organic food sector in specific regions is crucial for sustainable growth.
• The metropolitan region of Vitória, Espírito Santo, presents a relevant case for studying organic food market characteristics.

Purpose of the Study:

• To analyze the profile and perceptions of organic food producers and traders in Vitória.
• To investigate the profile and perceptions of organic food consumers in Vitória.
• To identify factors influencing organic food production and consumption in the region.

Main Methods:

• A cross-sectional, descriptive, and exploratory survey was conducted in 2019.
• Data were collected from 50 organic producers/traders and 281 consumers using semistructured questionnaires.
• Descriptive statistical analysis and Fisher's exact test were employed to analyze the data.

Main Results:

• Organic producers/traders were predominantly male, white, married, with elementary education, motivated by health and financial gains. Key obstacles included labor shortages and lack of government/credit support.
• Organic consumers were mostly female, white, married, with higher education. Health motivated consumption, but poor access to sales points and price were significant limiting factors.
• Both producers and consumers associate organic food with health benefits, underscoring its role in quality of life.

Conclusions:

• The organic food market in Vitória faces challenges in production (labor, support) and consumption (access, price).
• There is a strong link between organic food and health perceptions among both producers and consumers.
• Integration between political authorities, producers, and consumers is essential for the sustainable development of this growing market.