Food safety and the impact in the environment caused by the current food production based on the use of pesticides and high degree of mechanization have become topics of discussion in the international community. Given this scenario, the organic production model, which has chemical inputs and exemption in the preservation of the ecosystem their fundamental values, emerges as an alternative proposal. The organic products market showed considerable growth over the past decade in Brazil. The aim of this work was to raise the reasons which influence consumers to purchase organic products. It was used a research method called survey, of exploratory and descriptive nature, with 44 individuals, fairs and specialty stores visitors. Data collection took place through a form with scales developed to indicate the possible factors influencing purchase of organic products in Rio de Janeiro, from literature review. The statistical tools used for the processing of data were descriptive analysis and testing of average difference between regular and non-regular consumers, with or without children, considering different age groups. The results show that the main reasons for buying organic are the exemption of pesticides and the benefits to the health of the consumer and of his family. However, price and proximity of the fairs to consumer homes have emerged as important factors for the development of this market.