Resumo

ADASME-BERRIOS, Cristian et al. Who are the potential consumers of organic fruits and vegetables in Central Chile?: A CHAID approach. Rev. Fac. Cienc. Agrar., Univ. Nac. Cuyo [online]. 2015, vol.47, n.1, pp.193-208. ISSN 1853-8665.

The demand for organic fruits and vegetables (F & V) is growing worldwide, creating market opportunities for developing countries as major suppliers. However, most export-oriented developing countries such as Chile have an undeveloped domestic market for organic products. This article identifies the segments of potential consumers of organic F & V in Central Chile using an exploratory CHAID model. A questionnaire was administered by surveying a random sample of 425 F & V consumers in central Chile. The results of the CHAID model suggest two segments of potential consumers of organic F & V. Both groups show awareness of the concept of organic food. Additionally, the first segment perceives organic agriculture to have ethical benefits to the society and considers organic F & V as healthy and nutritious; this group has a probability of over 80% to consume organic F & V. The second segment shows less awareness of the ethical benefits to society and its probability of consuming organic F & V depends on family income level. We discuss major implications for further studies on organic consumers.

Palavras-chave : Organic products; Consumer behavior; Multivariate analysis; Segmentation; Chile.

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