The Perception On Ecological Products - A Research On The Urban Consumer

This paper is about the consumers of organic products. The work is important because in Romania, although consumption data show a small percentage consumption of organic products, in words it is still high. The difference consists between the definition and the perception of the concept of ecological products in respondentsâ€(tm) eye. This work aims to study the consumer perception of such niche products from a narrow perspective and that of products certified or not. Trying to prove that there are differences in behaviour between the two groups. Problem arising in this field is that there are many concepts of period of environmentally-friendly. Marketing and criterion by which to do all the market report shows green products from the point of view as they are legal certificates. Only that in Romania, there are two different segments of shoppers. Those who buy green products certified and those who buy green products certified. These latter, which many call the peasant market supplies, are an interesting group of future investigation for this type of sale. This paper comes as a complete research done in this market and brings attention to a new variable of analysis for motivational research. This research is an exploratory research that proposed method is very common in research of this kind. We held three focus group meetings divided by a selection questionnaire. The first group of 7 persons included only persons who have declared that they have bought certified products and the second group of 9 persons included only people who bought uncertified products. The third group also of 9 persons included people in both categories. So we could identify what some say about others when they are face to face and also when they are not. The results are as expected. We can say says there difference between the two groups in terms of motivation choosing those types of products, the same reasons are for buyers and their family, taste and the appearance of a child in the family. However there are differences in what way those products are defined. If some consider as only those who are eco-certified, having confidence in the certification scheme more tightly, the other group has more confidence in their long term relationships with suppliers-manufacturers, and also in the taste of the products. This research was necessary as part of a wider analysis that aims to build a model of purchase and consumption of organic products.