The consumption of natural foods has increased significantly all over the world, and the term "organic" has acquired great importance. Thus, this study tried to identify the consumer profile of organic foods in Goiânia, Goiás State, Brazil, in order to find out the main difficulties faced to purchase this kind of product. Prices for organic and conventional foods were also compared. The main problem mentioned by the people questioned about the difficulties for consuming this kind of product was the price factor, followed by its availability. Pumpkin (Curcubita moschata), eggplant (Solanum melongena), beetroot (Beta vulgaris L.), carrot (Daucus carota L.), jiló (Solanum gilo Raddi), and cucumber (Cucumis sativu) were the products that showed the highest percent variation in price (conventional x organic).
Organic food; consumer market; vegetables
