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Consumers’ Attitude and Intention towards Organic Fruits and Vegetables: Empirical Study on Romanian Consumers

Author

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  • Violeta Radulescu

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

  • Iuliana Cetina

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

  • Anca Francisca Cruceru

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

  • Dumitru Goldbach

    (Department of Science and Engineering, Faculty of Science and Engineering, Valahia University, 130086 Târgoviște, Romania)

Abstract

Organic farming is one of the fastest growing sectors, both in developed and developing countries. Although Romania is in sixth place at the level of the European Union in terms of agricultural area, the share of ecologically certified areas is low. The fruits and vegetables sector is the most important for the agri-food production in Romania, accounting for 58% of the total cultivated area. In recent years, there is a tendency for consumers to focus on healthy diets with safe, high quality foods and high nutritional compounds from unpolluted areas. However, the Romanian market of organic fruits and vegetables is still underdeveloped due to the small number of consumers of organic products. The future of organic farming is largely dependent on attitude and consumer demand. The purpose of this paper is to study the attitudes and intentions of Romanian consumers towards the consumption of organic fruits and vegetables through direct research among 268 individuals. The results show that the attitudes of individuals towards the consumption of organic fruits and vegetables is directly and positively influenced by the information that individuals have about the characteristics of organic products, their personal needs and motivations, but also by external influences, and the purchase barriers do not represent elements with a strong enough influence on the attitude and intention.

Suggested Citation

  • Violeta Radulescu & Iuliana Cetina & Anca Francisca Cruceru & Dumitru Goldbach, 2021. "Consumers’ Attitude and Intention towards Organic Fruits and Vegetables: Empirical Study on Romanian Consumers," Sustainability, MDPI, vol. 13(16), pages 1-14, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:9440-:d:619703
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    References listed on IDEAS

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    Cited by:

    1. Ionuț-Adrian Drăguleasa & Amalia Niță & Mirela Mazilu & Gheorghe Curcan, 2023. "Spatio-Temporal Distribution and Trends of Major Agricultural Crops in Romania Using Interactive Geographic Information System Mapping," Sustainability, MDPI, vol. 15(20), pages 1-25, October.
    2. Andy Felix Jităreanu & Mioara Mihăilă & Alexandru-Dragoș Robu & Florin-Daniel Lipșa & Carmen Luiza Costuleanu, 2022. "Dynamic of Ecological Agriculture Certification in Romania Facing the EU Organic Action Plan," Sustainability, MDPI, vol. 14(17), pages 1-17, September.
    3. Florin Mihai & Ofelia Ema Aleca & Emilia Gogu & Cosmin Dobrin & Mirela Gheorghe, 2021. "The Challenges of the Green Economy in Romania. Scientific Literature Review," Sustainability, MDPI, vol. 13(23), pages 1-22, November.
    4. Costinela Fortea & Valentin Marian Antohi & Monica Laura Zlati & Romeo Victor Ionescu & Ioana Lazarescu & Stefan Mihai Petrea & Dragos Sebastian Cristea, 2022. "The Dynamics of the Implementation of Organic Farming in Romania," Agriculture, MDPI, vol. 12(6), pages 1-17, May.

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