Motivações e barreiras na compra de produtos orgânicos: um estudo de caso em Palmas-TO

Abstract

This Undergraduate Thesis investigates the motivations and perceived barriers of consumers in Palmas–TO regarding the purchase of organic products, with emphasis on the dynamics present at the city's municipal markets. A descriptive approach was used with the application of a structured questionnaire to 126 consumers, analyzing sociodemographic profile, level of knowledge about organic products, main purchasing motivations, and obstacles encountered. The results indicate that health, absence of pesticides, and taste are the predominant motivations for consumption, while high prices, low availability, lack of certification, and limited variety constitute the main barriers. It was observed that most consumers do not check formal certifications, relying mostly on their relationship with the producer. It is concluded that, despite growing demand, structural and informational challenges persist that limit access to organic products in Palmas–TO. The study recommends consumer education actions, strengthening of fairs, expansion of marketing channels, and public incentive policies.