The Impact of the COVID-19 Pandemic and the Military Conflict in Ukraine on the Business Behavior of Agro-Food Producers in the South-East Area of Romania – Empirical Research

The COVID-19 pandemic and the war from Ukraine have caused many significant changes in people's behavior, especially regarding agro-food products. This article investigates how these two crises have affected the business behavior of farmers whose activity is producing agro-food products. The article was initiated due to the pressing need for knowledge and understanding of how the manifestation of the effects of two different crises, a medical crisis, and a military crisis, directly or indirectly disrupted, hindered, and affected the production process of agro-food products in Romania, a country that was severely affected by the COVID-19 pandemic and the war from Ukraine. This research is crucial in providing insights into the impact of these crises on agro-food production. The research method employed in this article is the focus group. This is a widely accepted and effective qualitative research method. It facilitates generating new ideas and perspectives from the information gathered, which are valuable to researchers in various fields, including marketing. The article is structured into five parts, each contributing to a comprehensive understanding of the topic. The conclusions drawn from this research provide valuable insights, particularly for marketers, aiding in their strategic decision-making and enhancing their understanding of the crisis impacts on agro-food production.