Consumer Attitudes, Awareness, and Purchase Behaviour for Certified Mountain Products in Romania

Ancuța Marin (), Steliana Rodino, Ruxandra-Eugenia Pop (), Vili Dragomir and Marian Butu
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Ancuța Marin: Research Institute for Agriculture Economy and Rural Development, 011464 Bucharest, Romania
Steliana Rodino: Research Institute for Agriculture Economy and Rural Development, 011464 Bucharest, Romania
Ruxandra-Eugenia Pop: Research Institute for Agriculture Economy and Rural Development, 011464 Bucharest, Romania
Vili Dragomir: Research Institute for Agriculture Economy and Rural Development, 011464 Bucharest, Romania
Marian Butu: Research Institute for Agriculture Economy and Rural Development, 011464 Bucharest, Romania

Sustainability, 2025, vol. 17, issue 19, 1-26

Abstract: Interest in consumer behavior regarding agri-food products is growing, particularly in the context of sustainable and local consumption. This study examines consumer perceptions of certified mountain products in Romania, with a specific focus on cow’s milk. A structured survey was conducted among 576 respondents from the Bucharest–Ilfov metropolitan area, representing the target population of regular food consumers. The data were analyzed using descriptive and comparative statistical methods in SPSS, including chi-square tests and contingency coefficients, to evaluate consumer awareness, attitudes, and their willingness to pay. The results reveal that although awareness of the “mountain product” label is high (88.9%), its direct influence on purchase decisions remains limited, with price, brand, and origin playing stronger roles. Nevertheless, 95% of respondents expressed willingness to pay a premium price, and over 70% associated mountain certification with health benefits and higher quality. These findings highlight both the potential and current limitations of certification as a market-based tool to support sustainable consumption and the economic resilience of mountain areas. The study contributes empirical evidence from a less explored national context. It offers insights for policymakers, producers, and retailers seeking to strengthen short food supply chains and consumer trust in certified labels.

Keywords: certified mountain product; dairy products; consumer behaviour; purchasing decision (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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