Consumers' attitudes towards organic products and sustainable development: A case study of Romania

Abstract

Organic food consumption has increased during the last years as a consequence of its direct impact on consumer health, life style, and social convenience as well as on the environment and sustainable development. Compared to the European level, the consumption of organic food products is quite low in Romania. This paper investigates the perception and attitudes of the organic food consumers from the North-West Development Region of Romania. Consumers' perception towards organic food products was measured using 30 items. The data were collected from 568 respondents and analyzed using descriptive and inferential statistics. A factor-cluster approach was used to identify consumer groups. The findings indicated that health concerns, sensory appeal, sustainable consumption and weight concerns are the main reasons for consuming organic food products. Three main groups of organic food consumers were identified: "gourmand", "environmentally concerned" and "health concerned".