Profiles of sustainable food consumption: Consumer behavior toward organic food in southern region of Brazil

Abstract

Although the consumption of organic food is increasing around the world, the drivers are still not fully understood, especially in peripheral regions where sustainable food production and consumption systems are under development. Inconsistencies are found mainly in the differences in how people perceive organic food, what motivates people to buy and their attitudinal behavior while buying organic food. This study aims to analyze the relation between the socioeconomic and demographic profiles of organic food consumers and their motivations, perceptions and attitudes. We adopted a quantitative approach, and surveyed 1997 consumers of organic foods, who reside in the southern Brazilian state of Rio Grande do Sul. Results describe a complex perspective about consumer motivations, perceptions and attitudes towards organic food, in which the consumer profile is interrelated with an amalgam of intentional and attitudinal behavioral aspects despite of specific socioeconomic and demographic feature. Considering organic food as a mechanism to get a more sustainable food production and consumption system, theoretical implications highlight the importance to evaluate more sustainable consumption forms in line with consumer profile particularities. In managerial terms, the results indicate the necessity to act building a more homogeneous consumer perception, motivation and attitude towards organics food, as a form to improve a concrete sustainable food consumption mechanism in peripheral regions.