The aim of this work is to analyze the model of consumer involvement with organic fruits and vegetables. An empirical survey was carried out using a 371 sample size questionnaire, which allowed for both path and multigroups analysis to be done. Based on the results obtained, we can affirm that the level of motivation to consume organic fruits and vegetables is intermediate, as the predominant motives are safety and self-realisation, and the volition model follows an inverse theoretical learning process. Furthermore, there is more than one model, since both gender and income influence significantly the involvement with organic food. Contradicting the predominant theoretical paradigm, this work tries to develop practical implications for organic food communication campaigns.