Organic Food Consumers and Purchase Intention: A Case Study in Romania

Abstract

Organic farming has become an important alternative to conventional farming, mostly because of environmental sustainability issues, and has long-term positive benefits over soil, water, air and climate change, biodiversity, prohibiting the use of genetically modified organisms, and encouraging the development of ecological services. In Romania, the organic food market follows a positive trend, although the consumption rate is still very low compared to the European Union; therefore, it is necessary to identify the main barriers in consumption but also the factors influencing the increase in demand for this category of food products. In order to accomplish these objectives, a survey based on a questionnaire was conducted in the North-West Development Region of Romania, the second most important Romanian region from an economic development perspective. Five hundred and sixty-eight questionnaires were distributed in 2016. The collected data were danalyzed using descriptive statistics and principal component analysis. The results indicated that the most important barrier in consumption was price, followed by perishability and availability. High prices, mistrust, and lack of proper promotion for organic food are the influencing factors for organic food.