Perfil do consumidor de produtos orgânicos e agroecológicos e sua relação com o consumo sustentável

Abstract

The study aimed to identify the profile and consumption habits of organic and agroecological products’ consumers in the Federal District (DF), Brazil. The study also aimed at applying a sustainable consumption scale. 58 consumers of organic and agroecological products answered a questionnaire focusing on their profile and consumption habits. The consumers of organic products in the DF are mostly women, highly educated, around 44 years (average). Vegetables, fruits, and greens are the most consumed organic foods. Access to seasonal items, nutritional value and differentiated flavor support the choice of these items, in addition to the perception of a greater proximity to producers. The certification seal and the producer's contact information are the information consumers would like to find on product packaging. Half of the interviewees did not know the difference between an organic and an agroecological product, pointing out the weakness of the agroecological concept. The application of the sustainable consumption scale revealed greater adherence to factors related to recycling and ecological awareness. The frugality factor was the one with the least adherence. Therefore, increasing knowledge about the perceptions and habits of consumers of organic and agroecological products highlights the limitations of this market and allows us to propose improvements, in order to strength the work of families and communities that produce organic and agroecological products in the region.