Abstract A sample of 947 subjects completed a questionnaire assessing attitudes and beliefs towards the consumption of organic fruits and vegetables. A section of the questionnaire was aimed at assessing the role of trust on perception of risks and benefits associated with pesticides on foods. The subjects tended to hold positive attitudes towards eating fruits and vegetables produced by organic agriculture. The component attitude was found to be a significant predictor of intention to eat organic fruits and vegetables. Intention was found to have a good and significant effect on self-reported consumption. Trust had a positive influence on perceived benefits and a negative influence on perceived risks. Significant relationship was found among perceived benefits and risks associated with pesticides. The results of the cluster analysis indicated the presence of a group of subjects who had less positive attitudes towards organic fruits and vegetables, perceived less risks and more benefits associated with pesticides.