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

Violeta Radulescu, Iuliana Cetina, Anca Francisca Cruceru and Dumitru Goldbach
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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

Sustainability, 2021, vol. 13, issue 16, 1-14

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.

Keywords: organic fruits and vegetables; attitude; intention to buy; need and motivation; purchase barriers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:16:p:9440-:d:619703

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