Consumption profile of organic fruits and vegetables by a Portuguese consumer’s sample

Abstract The consumption of fruits and vegetables has been considered very important for human health. This research aimed to study consumption habits of fruits and vegetables from organic farming (OFV) within a convenience sample of Portuguese adults, including reasons for consumption, most valued mode of production sources, frequency of use, knowledge about characteristics and benefits, and information sources. An online questionnaire containing 30 questions was originally developed and shared on social networks and 300 questionnaires were obtained. The organic vegetables identified as the most consumed were lettuce (93.5%), potato (92%), and tomato (92%); the most consumed organic fruits were orange (83%), lemon (82%), and strawberry (82%). The strongest motivations to consume OFV include environmental benefits (57%) and health benefits (94%), namely the prevention of high total cholesterol (71%), the prevention of cardiovascular diseases (69%), and obesity prevention (68%). Regarding the level of information about the nutritional and chemical properties of OFV, 86% of the respondents consider themselves informed people. Meanwhile, there still are 33% of the respondents revealing no concern about the farming practices. As so, there is an opportunity to increase literacy about these products, to raise awareness about the benefits of organic products, and to promote higher consumption of OFV products, supported in the arguments of perceived positive impact of organic agriculture on ecosystems and human health.