BEHAVIOR AND PERCEPTION: WHAT DO NATURAL FOOD CONSUMERS THINK?

The present article aims to identify consumer behavior of natural foods, their motivations and perceptions; what purchasing roles are played in the acquisition process, so that the research problem, which is to describe the behavior of consumers of natural foods in Sao Luis, is answered. To reach the goal, interviews were conducted through online forms. From the analysis of results it is understood that consumers are motivated to consume natural foods because of health and that the majority of individuals, who do not have professional nutritional support, would like to acquire guidance to feed themselves. It was also observed that a part of the consumers would stop consuming the natural food if the mode of production is hostile to the environment, contains pesticides or is genetically modified. And when analyzing the difference between the sexes and variables, it was concluded that most women have the habit of consuming natural foods.