Background: Pesticides in conventional food may be related to morbidity and mortality. Furthermore pesticides have a negative impact on the whole ecosystem. Organic food can presume better health as they contain less chemicals and toxins and contribute to sustainable development efforts.

Objective: The aim was to examine what attitudes consumers have regarding to purchase organic fruit, vegetables and root vegetables.

Methods: The association between consumers’ views on conventional food and organic food was investigated using questionnaire given to a population sample of men and women aged by 23-65 (N=60) in grocery stores and in a fitness center. The study was based on a cross-sectional study in a municipality in central Sweden.

Results: Consumers were interested to buy organic food. Environmental factors had a significant association to buy more organic food compared to health reasons. Price was not associated with purchasing organic food.

Conclusion: Consumers indicated that they would buy more organic food if the number of products and brands would increase and if organic products were more noticeable in the grocery store. This emphasizes more information about organic food is needed so that consumers will be able to make wise choices.