The integration of the concept of sustainable development into the market economy is closely linked to a clear understanding of the motivations underlying the ecological behavior of consumers. The hypothesis of the study was that consumers in the Republic of Moldova are increasingly motivated to purchase ecological products, and their consumption behavior is influenced by factors such as awareness of health benefits, concern for environmental protection, income level, etc. The purpose of the study was to analyze the behavior and motivation of consumers of ecological products in the Republic of Moldova. To achieve this goal, the following tasks have been proposed: developing a questionnaire, conducting a survey and collecting data, analyzing the information obtained and formulating relevant conclusions. The methods used for the research consisted of studying domestic and foreign literature sources in the field, using the systemic approach method to study market phenomena and conducting a survey. Research results showed that in the current context, characterized by growing concerns about sustainability, climate change and the negative impact of industry on the environment, the behavior of consumers of organic products in the Republic of Moldova is becoming a topic of major interest, and the motivation for purchasing these products is constantly evolving. The initial hypothesis has largely come true. The analysis of the behavior and motivation of consumers in the Republic of Moldova showed that the orientation towards organic products is determined by factors such as awareness of health benefits, concern for environmental protection and social influences.
Mîrza et al. (Tue,) studied this question.