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Consumer Satisfaction towards Green Products: Empirical Insights from Romania

Author

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  • Elena-Simina Lakatos

    (Institute for Research in Circular Economy and Environment “Ernest Lupan”, 400689 Cluj-Napoca, Romania)

  • Ligia-Maria Nan

    (Institute for Research in Circular Economy and Environment “Ernest Lupan”, 400689 Cluj-Napoca, Romania
    Department of Management and Economic Engineering, Technical University of Cluj-Napoca, 400000 Cluj-Napoca, Romania)

  • Laura Bacali

    (Department of Management and Economic Engineering, Technical University of Cluj-Napoca, 400000 Cluj-Napoca, Romania)

  • George Ciobanu

    (Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, Romania)

  • Andreea-Maria Ciobanu

    (Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, Romania)

  • Lucian-Ionel Cioca

    (Department of Industrial Engineering and Management, Lucian Blaga University of Sibiu, 550024 Sibiu, Romania
    Academy of Romanian Scientists, 010071 Bucharest, Romania)

Abstract

The current model of linear economy is causing accelerated consumption and an extensive use of natural resources that accentuates the effects of the current global environmental crisis. In this context, green products are becoming a key element in the transition to a sustainable consumption and production model. The main goal of this paper is to identify the factors predicting youth consumer satisfaction towards green products and to analyze the public perception of green brand products in Romania. Considering these goals, a questionnaire was developed and applied to 268 participants. The results show that a positive attitude towards green products and the level of information held by the consumers about them are significant predictors of green product satisfaction. Moreover, the importance of products being green significantly predicts the purchase of such products. Further implications and research directions are discussed towards the end.

Suggested Citation

  • Elena-Simina Lakatos & Ligia-Maria Nan & Laura Bacali & George Ciobanu & Andreea-Maria Ciobanu & Lucian-Ionel Cioca, 2021. "Consumer Satisfaction towards Green Products: Empirical Insights from Romania," Sustainability, MDPI, vol. 13(19), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:19:p:10982-:d:649328
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    References listed on IDEAS

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    5. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    6. Bianca Antonela Ungureanu & Andy Felix Jităreanu & George Ungureanu & Carmen Luiza Costuleanu & Gabriela Ignat & Ioan Prigoreanu & Elena Leonte, 2025. "Analysis of Food Purchasing Behavior and Sustainable Consumption in the North-East Region of Romania: A PLS-SEM Approach," Sustainability, MDPI, vol. 17(6), pages 1-35, March.
    7. Rocco Furferi & Yary Volpe & Franco Mantellassi, 2022. "Circular Economy Guidelines for the Textile Industry," Sustainability, MDPI, vol. 14(17), pages 1-20, September.
    8. Mihai Stoica & Mihai Ioan Roșca & Laura Daniela Roșca & Ioana Cecilia Popescu, 2025. "External Drivers of Dominant Green Positioning for Organic Food Brands: Evidence from an Emerging Market," Sustainability, MDPI, vol. 17(19), pages 1-27, September.
    9. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    10. Shariq Zia & Salman Hussain Paracha & Humaira Nadeem & Naveed Mushtaq, 2021. "Are Pakistani Consumers Ready To Go Green: A Study Of Buying Intentions Of Pakistani Consumers," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 126-138, December.

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