Consumer Choice for Milk and Dairy in Romania: Does Income Really Have an Influence?

Milk and dairy are basic food products and their importance in healthy human development is well known. However, this does not mean that the consumers’ requests for these products are not evolving and fitting into the new context of sustainable development. By conducting a quantitative analysis on 847 answers regarding milk and dairy consumption offered by Romanian consumers, the objective of this study is to reveal what are the main factors of influence for respondents when choosing a milk or dairy product, and to see if these factors are evolving towards including sustainability-related aspects. The results point out that while price and store availability are still present as choice criteria, new aspects that might be related to a sustainable behavior, such as ecologic certification, country of origin or traditional products, are considered by the respondents when purchasing milk and dairy. However, this depends on the level of income; higher incomes allow respondents to consider new criteria.