Developing the Romanian Organic Market: A Producer’s Perspective

Abstract

Romania’s organic market increasingly resembles its Western counterparts: a vegetarian diet, disease prevention through consumption of organic food produced according to specific standards, preferring quality over quantity—all relevant factors influencing purchasing behaviour. It is the task of consumerist organisations to educate consumers on the benefits of the above factors, a process influenced by social and cultural trends, experience, lifestyle, motivations and preferences. The market is attractive to domestic producers offering an increasing assortment of organic food types. This paper aims to highlight the most relevant features of the rapidly expanding Romanian organic market from the perspective of organic producers. To this effect, it reviews the literature dealing with the main factors influencing consumer behaviour and attitudes. The qualitative research among producers reveals strategic directions pursued in order to understand and adapt to market characteristics and dynamics. The results allow better understanding of organic consumers’ behaviour in the emerging markets and highlight strategies to increase market success. Healthy lifestyle, desire to protect the environment, product quality and attractive prices are all important factors determining consumption of organic products. Whilst aware of these factors, producers point to the lack of education for developing an organic mentality and identifying organic products, poor distribution of products and lack of financial support across the entire logistics chain.