Sustainability or Health Why Brazilian Consumers Buy Organic Food?

Main Article Content

Edmilson Pinto de Albuquerque
José Carlos Lázaro da Silva Filho
Josimar Souza Costa
Sandra Maria Santos


This research investigated environmental awareness aspects and the behaviour involving a search for health in an attempt to find their influence on consumers’ intention to purchase organic food (OF), namely organic fruits and greens (OFGs), in Fortaleza, a Brazilian Northeastern metropolis. The quantitative analysis herein presented is based on a sample survey which involved 200 organic food consumers. To data analysis we use the Structural Equation Modelling (SEM) in the light of the Theory of Planned Behaviour. A general OF buyer sample led to the conclusion that purchase behaviour is influenced by factors related to beliefs concerning the search for health, not to environmental awareness. It also brings to light an important issue regarding the profile of organic food buyers in Brazil revealing the link to health issues which might be explored by marketing actions, they also indicate the need for more discussion with the general public about environmental impacts caused by food production.


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Pinto de Albuquerque, E., Lázaro da Silva Filho, J. C., Souza Costa, J., & Maria Santos, S. (2020). Sustainability or Health: Why Brazilian Consumers Buy Organic Food?. International Journal for Innovation Education and Research, 8(9), 90-107.
Author Biographies

Edmilson Pinto de Albuquerque, Lecturer at Faculdades Ateneu

Dept. of Administration

José Carlos Lázaro da Silva Filho, Universidade Federal do Ceará

Associate Professor, Post-Graduation Program on Management and Controlling (PPAC)

Josimar Souza Costa, University of Fortaleza

Communication and Management Sciences Center

Sandra Maria Santos, Universidade Federal do Ceará

Associate Professor, Post-Graduation Program on Management and Controlling (PPAC)


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