Consumers’ Attitude towards Sustainable Food Consumption during the COVID-19 Pandemic in Romania

Iulia C Muresan,Camelia F Oroian,Rezhen Harun,Olivia Paula Tirpe,Ioan Aurel Chereches,Diana E Dumitras,Felix H Arion,Anca Monica Brata,Gabriela O Chiciudean

doi:10.3390/agriculture11111050

Abstract

The COVID-19 pandemic affected consumers’ behavior worldwide. This paper aims to analyze consumers’ sustainable food behavior during the COVID-19 pandemic. The research was based on an online survey during May–October 2020 among 859 Romanian consumers. Principal component analysis and cluster analysis were employed to group the consumers based on their behavior. Furthermore, the binary-logistic regression was used to identify the socio-demographic profile of the identified groups. Based on the cluster analysis, the consumers were grouped into three main groups: indifferent, pro-environment protection, and health concerned. The results indicate a positive attitude towards sustainable food behavior. Consumers’ attitude towards sustainable food choice is mainly influenced by age and education level. The study offers valuable information for future public policy and marketing campaign regarding sustainable food behavior.

Highlights

There is a well-accepted consensus that the future wellbeing of mankind is related to a sustainable approach of the private consumption pattern assumed by all individuals, which is desirable and important [1,2], but until now, it is considered to be the principal factor responsible for environment degradation [3,4]
The main objective of the research was to determine the perceptions of residents from the North-West Development Region of Romania related to sustainable food choices during the COVID-19 pandemic
The results of the study, which aimed to determine residents’ perceptions from the North-West Development Region of Romania related to sustainable food choices during the COVID-19 pandemic, revealed a positive perception of sustainable food consumption

Summary

Introduction

There is a well-accepted consensus that the future wellbeing of mankind is related to a sustainable approach of the private consumption pattern assumed by all individuals, which is desirable and important [1,2], but until now, it is considered to be the principal factor responsible for environment degradation [3,4]. Companies understood the importance of sustainable development and consumption and introduced this theme into their current policies to preserve a good reputation on the market [9]. Related to sustainable consumption, it is necessary to analyze consumer behavior to build adequate private strategies and public policies meant to reduce the negative impact over sustainable development. It is considered that there is a lot of potential in developing green consumerism among individuals [13], but it is necessary to analyze the present situation

Objectives

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Results

Discussion

Conclusion