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Developing the Romanian Organic Market: A Producer’s Perspective

Author

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  • Iulia Diana Popa

    (Department of Marketing Faculty of Economics and Business Administration, Babeș-Bolyai University, RO—400591 Cluj-Napoca, Romania)

  • Dan-Cristian Dabija

    (Department of Marketing Faculty of Economics and Business Administration, Babeș-Bolyai University, RO—400591 Cluj-Napoca, Romania)

Abstract

Romania’s organic market increasingly resembles its Western counterparts: a vegetarian diet, disease prevention through consumption of organic food produced according to specific standards, preferring quality over quantity—all relevant factors influencing purchasing behaviour. It is the task of consumerist organisations to educate consumers on the benefits of the above factors, a process influenced by social and cultural trends, experience, lifestyle, motivations and preferences. The market is attractive to domestic producers offering an increasing assortment of organic food types. This paper aims to highlight the most relevant features of the rapidly expanding Romanian organic market from the perspective of organic producers. To this effect, it reviews the literature dealing with the main factors influencing consumer behaviour and attitudes. The qualitative research among producers reveals strategic directions pursued in order to understand and adapt to market characteristics and dynamics. The results allow better understanding of organic consumers’ behaviour in the emerging markets and highlight strategies to increase market success. Healthy lifestyle, desire to protect the environment, product quality and attractive prices are all important factors determining consumption of organic products. Whilst aware of these factors, producers point to the lack of education for developing an organic mentality and identifying organic products, poor distribution of products and lack of financial support across the entire logistics chain.

Suggested Citation

  • Iulia Diana Popa & Dan-Cristian Dabija, 2019. "Developing the Romanian Organic Market: A Producer’s Perspective," Sustainability, MDPI, vol. 11(2), pages 1-15, January.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:2:p:467-:d:198470
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    References listed on IDEAS

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    4. Mihai Stoica, 2021. "Green Marketing Communication Strategies: An Integrative Literature Review," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 388-396, July.
    5. Cristina Fleșeriu & Smaranda Adina Cosma & Vlad Bocăneț, 2020. "Values and Planned Behaviour of the Romanian Organic Food Consumer," Sustainability, MDPI, vol. 12(5), pages 1-21, February.
    6. Dan-Cristian Dabija & Brândușa Mariana Bejan & Claudiu Pușcaș, 2020. "A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania," JRFM, MDPI, vol. 13(7), pages 1-20, July.
    7. Kinga Nagy-Pércsi & Csaba Fogarassy, 2019. "Important Influencing and Decision Factors in Organic Food Purchasing in Hungary," Sustainability, MDPI, vol. 11(21), pages 1-21, November.
    8. Mihai Andronie & George Lăzăroiu & Roxana Ștefănescu & Cristian Uță & Irina Dijmărescu, 2021. "Sustainable, Smart, and Sensing Technologies for Cyber-Physical Manufacturing Systems: A Systematic Literature Review," Sustainability, MDPI, vol. 13(10), pages 1-23, May.
    9. Michalak Szymon & Ankiel Magdalena & Olejniczak Tomasz & Stachowiak-Krzyżan Magda & Bartkowiak Paweł, 2022. "Motives for the Usage of Collaborative Fashion Consumption Online Platforms," Marketing of Scientific and Research Organizations, Sciendo, vol. 44(2), pages 41-66, June.
    10. Valeriu Ioan-Franc & Andrei-Marius Diamescu, 2021. "The Crisis After the Crisis – Resilience or Reset?," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(58), pages 864-864, August.
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