Abstract
The consumption of natural, green, organic products represents an increasingly important subject for contemporary society, organizations, consumers and researchers. Demographic and cultural factors, traditions and consumption habits, along with the individual desire to adopt a healthy lifestyle in accordance with principles of sustainability and environmental protection are relevant vectors in the search, choice and consumption of green products. Producers and retailers have identified the interest of modern consumers, introducing a varied range of green grocery and non-food products to match expectations and needs. Using the case study method, this paper highlights the transition of the organic market in an emerging European country: Romania. During the era of state economy, organic and natural products were interchangeable, but after liberalization of the market, the rise of the organic sector began with the establishment of inspection and certification bodies, establishment of procedures, and the appearance of specialized agricultural farms, processors and sellers. Consumers understood soon enough the advantages and benefits of organic products and a healthy lifestyle, and the market for organic products has been developing steadily. We show the current state of development and discuss its evolution, outlining the different market statistics, and making recommendations regarding future development possibilities.
Highlights
The consumption of natural, green and traditional products is defined by Romania’s evolution throughout time
Romania has significant potential regarding the consumption of organic products
This situation is in contradiction to other, more developed countries, where organic products are preferred to traditional ones, due to their taste and health benefits, and to the fact that they protect the environment
Summary
The consumption of natural, green and traditional products is defined by Romania’s evolution throughout time. This article shows the evolution of organic product consumption in Romania, from the time when the market was closed and such products were considered natural, to the free market economy, when organic products were only those certified by a proper inspection and certification body. With the help of a case study, we paint a picture of the organic market in Romania during communist times, when there was no organic control or certification, and the situation after 1990, when the market was liberalized. The literature highlighting such comparisons within the organic market in two different time periods is sparse, probably due to the paucity of data availability, its trustworthiness and correctness. The final section presents the conclusions, limitations and future research perspectives of the study
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