As demand and supply of organic produce has increased, it has become possible to distinguish between the many individuals that express a preference for organic and the share of their purchases that is organically produced. This study examines the share of a consumer’s produce purchases that are organic, and how that is influenced by economic factors, environmental and health motivations, and demographic characteristics. Results from a model of organic preference are compared to those from a model of organic buying proportions. Buying proportion models are also estimated separately for those that preferred organic and those that preferred conventional produce. A limitation in this study is that it evaluates stated buying proportions rather than actual purchases.