Organic Food Consumption in the Agreste of Pernambuca: an Analysis of the Variants that Characterize Culture in the Region

Objective: Understand the factors determining the consumption of organic food in Agreste Pernambucano. Theoretical Framework: Concern about environmental degradation and unsustainable industrial practices drives the search for organic foods, considered healthier and more sustainable. However, challenges such as high cost and lack of information make this consumption difficult. The relationship between consumer and producer, added to social, cultural and individual factors, becomes essential to drive this demand. Method: Qualitative research with semi-structured interviews. The data were recorded, transcribed and analyzed using Bardin's content analysis technique (1977). Results and Discussion: Organic consumption in the region is motivated by support for small producers and the local economy, strengthened by interpersonal relationships with sellers. Furthermore, health, environmental care and the taste of products drive this consumption. However, the lack of information and encouragement from media and decision-makers makes market expansion difficult. Research Implications: Theoretically, it expands the understanding of organic food and sustainability. In practice, it has the potential to guide producers in developing strategies to strengthen the local market and responsible consumption. Originality/Value: The research addresses in a pioneering way the conscious consumption of organic products in Agreste Pernambucano, a topic that is still little explored academically.