The last years were marked by a shift in the population’s view regarding the way they behave in relation to their consumption. A new paradigm is being constructed, were a purely individual thinking is no longer an option: the collective impact of consumers’ decision, rather social or environmental, must be addressed in every purchase moment and in every decision made by individuals. This new paradigm increased the search for products that are less aggressive to both humans and environment, with the organic food being one of those. However, several studies show that, despite the growing demand, organic food is still little sought or effectively bought by the population, especially in in growing countries like Brazil. This phenomenon highlights an attitudinal-behavioral gap that might be addressed by both academy and managers.

With all the discussed in mind, this dissertation’s main objective was to test if marketing strategies, such as written messages and eco-labeling, had an efficient effect on consumers’ purchase behavior, aiming the growth of organic food consumption in simulated scenarios of purchase. In order to construct the strategies, a specific goalachievement theory was used, the Goal Framing Theory-GFT, developed by Lindenberg and Steg (2007).