The objective of this study is to identify the relationship between food quality and store's perceived quality and how they effect the perceived value of products. In particular, the organic product's characteristics have been considered. A consumer survey was carried out through a questionnaire. The sample was stratified by purchasing performance of customers: supermarket, specialties' store, grocery's, producers market. The statistical model was devoted to understand the causal interactions among the explanatorial variables rather than their functional structure. For that purpose, path analysis was applied. Specialties' store interacts with food characteristics as following: health, no preservatives, nutrient, good for children, producer identifiable, fresh. Supermarket is associated with: entertainment, convenience, practicity, generic magazines.