Understanding sustainable purchasing behavior in Romania: Drivers, barriers, and environmental participation

Abstract In recent years, there has been a growing interest in sustainable purchasing behavior as individuals and organizations seek to align their consumption patterns with environmental and social values. To identify the local nuances of sustainable development in Romania, the current study aims to determine the main drivers and barriers to buying organic products. Various statistical techniques such as factor analysis, correlation, and multiple regression are applied to evaluate data collected from 595 urban consumers through an online survey. The responses are used to classify the participants into three different groups according to their ecological perceptions and preferences. Findings revealed a multifaceted landscape of drivers motivating individuals to engage in sustainable purchasing behavior, including attitude, green product knowledge, social influence and health consciousness. Furthermore, it was found that consumer participation in environmental actions is more often motivated by individual and contextual benefits rather than altruistic beliefs and social values. On the contrary, various barriers hindering the adoption of sustainable consumption practices were identified, such as high prices, limited availability, lack of awareness, and conflicting priorities. The impact of socio-demographic factors (age, gender, education and income) is also considered. To the best of the author’s information, this article represents one of the first attempts to provide a conceptual framework for the study of organic consumers in Romania and implement value-based segmentation, covering significant research gaps. By synthesizing the diverse array of drivers and barriers, this review provides valuable insights for policymakers, businesses, and researchers seeking to promote sustainable consumption. Across Europe, and particularly in Romania, this matter must receive the utmost priority.