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Abstract

Consumers’ attitude about health, food safety and the environment has increased the demand for organic food products such as meat, chicken and others. The purpose of this exploratory research was to identify the relevant factors for organic chicken purchase decision. A survey with 110 consumers from São Paulo city and others cities in the state of São Paulo was conducted. We performed a descriptive analysis as well an inferential (Mann-Whitney U e de Kruskal-Wallis tests) and multivariate (factorial) analysis. The results indicate two relevant factors: (1) the conduction of chicken growing (2) label certification and brand. These results varied depending on variables such as region, age, education level and household income. For consumers committed to antibiotic-free chicken, the organic chicken is an option to the conventional chicken.

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