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Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers

Author

Listed:
  • Gheorghe Orzan

    () (Department of Marketing, The Bucharest University of Economic Studies, Bucharest 010374, Romania)

  • Anca Francisca Cruceru

    () (Department of Marketing, The Bucharest University of Economic Studies, Bucharest 010374, Romania)

  • Cristina Teodora Bălăceanu

    () (Department of Economics and Economic Policies, Bucharest Dimitrie Cantemir Christian University, Splaiul Unirii, Bucharest 010271, Romania)

  • Raluca-Giorgiana Chivu

    () (Department of Marketing, The Bucharest University of Economic Studies, Bucharest 010374, Romania)

Abstract

The paper analyzes the Romanian consumer’s behavior concerning sustainable packaging through quantitative research among 268 consumers. The aim of the study is to determine the perception of the Romanian consumer regarding the role of eco-packaging in the formation of sustainable behavior. The research has as main objectives: assessing consumer preferences for the types of ecological packaging, knowing the reasons for purchasing green packaging, and the role of the information about eco-packaging in promoting sustainability. Most respondents are aware of the impact of packaging on the environment, the main reasons for purchasing are environmental protection, recycle and the feeling of being responsible. Packaging preferences include paper, glass and cardboard and, to a lesser extent, plastic and wood. The reasons why consumers are not willing to pay more for green packaging are the price of products correlated with the low consumer budget and the lack of information and these are the main barriers to adopting sustainable behavior.

Suggested Citation

  • Gheorghe Orzan & Anca Francisca Cruceru & Cristina Teodora Bălăceanu & Raluca-Giorgiana Chivu, 2018. "Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers," Sustainability, MDPI, Open Access Journal, vol. 10(6), pages 1-11, May.
  • Handle: RePEc:gam:jsusta:v:10:y:2018:i:6:p:1787-:d:149593
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    References listed on IDEAS

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    1. Soyoung Seo & Hee-Kyung Ahn & Jaeseok Jeong & Junghoon Moon, 2016. "Consumers’ Attitude toward Sustainable Food Products: Ingredients vs. Packaging," Sustainability, MDPI, Open Access Journal, vol. 8(10), pages 1-19, October.
    2. Grunert, Klaus G. & Hieke, Sophie & Wills, Josephine, 2014. "Sustainability labels on food products: Consumer motivation, understanding and use," Food Policy, Elsevier, vol. 44(C), pages 177-189.
    3. Eduard-Gabriel Ceptureanu & Sebastian-Ion Ceptureanu & Mihai Cristian Orzan & Ovidiu Niculae Bordean & Violeta Radulescu, 2017. "Empirical Study on Sustainable Opportunities Recognition. A Polyvinyl Chloride (PVC) Joinery Industry Analysis Using Augmented Sustainable Development Process Model," Sustainability, MDPI, Open Access Journal, vol. 9(10), pages 1-36, September.
    4. Paco, Arminda & Raposo, Mario, 2010. "Green Consumer Market Segmentation: Empirical Findings from Portugal," Apas Papers 203, Academic Public Administration Studies Archive - APAS.
    5. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
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    Citations

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    Cited by:

    1. Mihaela Kardos & Manuela Rozalia Gabor & Nicoleta Cristache, 2019. "Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility," Sustainability, MDPI, Open Access Journal, vol. 11(3), pages 1-12, February.
    2. Tian Zeng & Fabien Durif, 2019. "The Influence of Consumers’ Perceived Risks towards Eco-Design Packaging upon the Purchasing Decision Process: An Exploratory Study," Sustainability, MDPI, Open Access Journal, vol. 11(21), pages 1-29, November.
    3. Igor Popovic & Bart A. G. Bossink & Peter C. van der Sijde, 2019. "Factors Influencing Consumers’ Decision to Purchase Food in Environmentally Friendly Packaging: What Do We Know and Where Do We Go from Here?," Sustainability, MDPI, Open Access Journal, vol. 11(24), pages 1-1, December.
    4. Iqbal Thonse Hawaldar & Mithun S. Ullal & Felicia Ramona Birau & Cristi Marcel Spulbar, 2019. "Trapping Fake Discounts as Drivers of Real Revenues and Their Impact on Consumer’s Behavior in India: A Case Study," Sustainability, MDPI, Open Access Journal, vol. 11(17), pages 1-20, August.

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    More about this item

    Keywords

    ecological packaging; type of packaging; sustainable consumer behavior; environmental protection;
    All these keywords.

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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