This article analyzes the organic fruit consumption behavior associated with environmental and health care. The literature review focused on the relationship between attitudes and perceptions of health care through the organic food consumption, and on the other hand, the association between the organic products consumer behavior and environmental care. The methodology included a theoretical relationship model proposed, considering different constructs provided by previous literature to measure motivations, fears and attitudes associated with the intention to purchase organic fruit, once the methods that confirm their validity and reliability were applied to evaluate seven direct relationship hypotheses, three indirect relationship hypotheses and two moderation hypotheses. As result, nine hypotheses are supported, being health and environmental motivations drivers of the attitude towards organic fruit and the intention to purchase organic fruit, intention that is reinforced by the positive attitude towards these foods but is moderated by the perceived price and the purchase effort.
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