The behavior of the portuguese organic wine consumers

Abstract: Although, in recent years, organic wine has evolved positively in production and consumption due to increased concern and environmental awareness and health, it remains an economic activity in Portugal with a very small market compared to other EU countries and with other organic products of agri-food origin. Hence, the purpose of this study was to analyze consumer behavior in relation to organic wine, testing variables such as the perception of the attributes of organic wine, lifestyle and health awareness and price sensitivity to understand the link between the attitude and the intention to buy, consume and recommend a biological wine. It was adopted the conclusive and descriptive methodology, with survey of quantitative data from an online questionnaire available for three months (March-May 2019), allowed to explain the importance of the perception of the attributes. Of organic wine, attitudes and health awareness in the willingness to buy, consume and recommend an organic wine.