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Previous issue date: 2006-05-19 === Demand for organic foods within in Brazil are growing, characterizing itself for if constituting in a new strategical segment of commercialization. In this context, the objective of this research was to investigate the variables used by consumers in the purchase decision of organic products, aiming to characterize the level of competitiveness of these products, assisting in the creation of environmental strategies for the development of the activity and contributing in the increment of the knowledge about the subject, that can assist it in the increase of the commercialization and the consumption of these foods. From data collected in the city of Natal/RN, it was used a survey research, of exploratory and descriptive character. The sample was obtained using 401 questionnaires, in which was realized: the Test of Comparison of Averages, Descriptive analysis, analysis of Cluster and Qui-square. The results found in this study indicate that the main reasons for the organic food purchase are the absence of chemical pesticides in the product, followed by the care with own health and of the household. The main characteristics in the consumers of supermarkets, that are associates with purchase frequency of organic foods are the environmental behavior and lifestyle. Among the profile characteristics, gender, age and number of children are associates with the purchase frequency of these foods and the income and level education not showed association === A procura por alimentos org?nicos no Brasil vem crescendo, constituindo-se num novo segmento estrat?gico de comercializa??o. Nesse contexto, o objetivo desta pesquisa foi investigar as vari?veis utilizadas pelos consumidores na decis?o de compra de produtos org?nicos, visando caracterizar o n?vel de competitividade desses produtos, auxiliando na cria??o de estrat?gias ambientais para o desenvolvimento da atividade e contribuindo para o incremento do conhecimento sobre o assunto que possa vir a auxiliar no aumento da comercializa??o e no consumo desses alimentos. A partir de dados coletados na cidade de Natal/RN, utilizou-se uma metodologia de pesquisa do tipo survey , de car?ter explorat?rio e descritivo. A amostra foi obtida atrav?s de 401 question?rios, nos quais foram realizados: o Teste de Compara??o de M?dias, an?lises Descritivas, an?lises de Cluster e de Qui-quadrado. Os resultados encontrados neste estudo indicam que os principais motivos para a compra de alimentos org?nicos s?o a aus?ncia de agrot?xicos no produto, seguido pelo cuidado com a pr?pria sa?de e de seus familiares. As principais caracter?sticas dos consumidores de supermercados, que est?o associados ? freq??ncia de compra de hortifruti org?nicos s?o o comportamento ambiental e estilo de vida. Dentre as caracter?sticas de perfil, g?nero, idade e n?mero de filhos est?o associados ? freq??ncia de compra desses alimentos e as vari?veis renda e escolaridade n?o apresentaram associa??o
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