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

Simona-Beatrice Manolache, Daniela Nechita, Cristina Gabriela Zamfir and Silvius Stanciu ()
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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

E&M Economics and Management, 2025, vol. 28, issue 2, 229-241

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.

Keywords: Food preferences; motivational factors; planned behavior; unplanned behavior; responsible consumption; Romania (search for similar items in EconPapers)
JEL-codes: E21 E27 Q18 R20 R22 (search for similar items in EconPapers)
Date: 2025
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https://doi.org/10.15240/tul/001/2025-2-014

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Persistent link: https://EconPapers.repec.org/RePEc:bbl:journl:v:28:y:2025:i:2:p:229-241

DOI: 10.15240/tul/001/2025-2-014

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