| Sumario: | The demand for organic fruits and vegetables (F&V) is growing worldwide, creating
market opportunities for developing countries as major suppliers. However, most
export-oriented developing countries such as Chile have an undeveloped domestic
market for organic products. This article identifies the segments of potential consumers
of organic F&V in Central Chile using an exploratory CHAID model. A questionnaire was
administered by surveying a random sample of 425 F&V consumers in central Chile.
The results of the CHAID model suggest two segments of potential consumers of organic
F&V. Both groups show awareness of the concept of organic food. Additionally, the
first segment perceives organic agriculture to have ethical benefits to the society and
considers organic F&V as healthy and nutritious; this group has a probability of over
80% to consume organic F&V. The second segment shows less awareness of the ethical
benefits to society and its probability of consuming organic F&V depends on family
income level. We discuss major implications for further studies on organic consumers.
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