Perfil Socioeconômico dos Consumidores de Restaurantes em Relação À Valorização de Produtos Orgânicos: Uma Análise Comparativa

This article aims to analyze comparatively the socioeconomic profile of consumers who value and those who do not value organic products in restaurants. To achieve this purpose, 392 customers were interviewed in two restaurants from a large supermarket network by means of a structured questionnaire. Regarding the cross-analysis between the profile of consumers and the enhancement of organic products, the research has found out that: (a) women value most organic products than men; (b) the higher the educational level of analyzed individuals, the greater the appreciation shown by them on the subject; (c) consumers with an income above three minimum wages value more organic products than persons with a lower income; however, from three minimum wages, the percentage of the valuation remains; and (d) consumers over 40 years of age value more organic products than younger consumers. It is emphasized that the findings presented in this article contribute to the formation of the body of scientific knowledge about organic consumers, that does not exclude, however, their need to be considered with caution, considering that they do not allow inferences that go beyond the investigated sample. As an empirical contribution, so, the broader understanding of these consumers, so as to better serve them, becomes an important aspect so shops can succeed.