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Emerging trends in food consumer behavior in Romania: A PLS-SEM approach

Author

Listed:
  • Simona-Beatrice Manolache

    (“Dunarea de Jos” University of Galati)

  • Daniela Nechita

    (“Dunarea de Jos” University of Galati)

  • Cristina Gabriela Zamfir

    (“Dunarea de Jos” University of Galati)

  • Silvius Stanciu

    (“Dunarea de Jos” University of Galati)

Abstract

The agri-food market is in constant flux, influenced by economic, social, and technological factors, as well as recent challenges such as economic and health crises. In this context, consumer behavior adjusts dynamically under the influence of needs, desires, and environmental factors, aligning with market demands and conditions. The proposed research focuses on emerging trends in food consumer behavior in Romania, emphasizing the determinants of economic decision-making. To this end, data was collected through a questionnaire and processed using partial least squares structural equation modelling (PLS-SEM), revealing the role of key factors shaping consumer behavior. The study identified two major categories of influential factors in food consumption within the Romanian market: determining factors (age, gender, income, and education) and sensitive factors (consumer psychology and market characteristics). These factors contribute to the development of behaviors aimed at saving, responsible consumption, and a healthy lifestyle. Based on the research findings, the study proposes measures to support responsible consumption and facilitate decision-making processes, considering the shared interests of consumers and retailers in adapting to current market trends.

Suggested Citation

  • Simona-Beatrice Manolache & Daniela Nechita & Cristina Gabriela Zamfir & Silvius Stanciu, 2025. "Emerging trends in food consumer behavior in Romania: A PLS-SEM approach," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 28(2), pages 229-241, June.
    • Handle: RePEc:bbl:journl:v:28:y:2025:i:2:p:229-241
    DOI: 10.15240/tul/001/2025-2-014
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    More about this item

    Keywords

    Food preferences; motivational factors; planned behavior; unplanned behavior; responsible consumption; Romania;
    All these keywords.

    JEL classification:

    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • E27 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Forecasting and Simulation: Models and Applications
    • R20 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - General
    • R22 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - Other Demand
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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