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Vegetables Consumers’ Profile in the Context of Digitalization: Evidence from Romania

Author

Listed:
  • Lucian Tanasa

    (Romanian Academy, “Gh. Zane” Institute for Economic and Social Research, Iasi, Romania)

  • Simona-Roxana Ulman

    (“Alexandru Ioan Cuza” University of Iasi, ICI, CERNESIM, Iasi, Romania)

  • Cristina Cautisanu

    (“Alexandru Ioan Cuza” University of Iasi, ICI, CERNESIM, Iasi, Romania)

  • Ioan Sebastian Bruma

    (Romanian Academy, “Gh. Zane” Institute for Economic and Social Research, Iasi, Romania)

Abstract

The objectives of the European Green Deal are closely related to digitalization as a key factor in achieving them. Accordingly, this study aims at analysing the differences among the profiles of consumers from Romania regarding the method of payment used in online purchasing of fresh vegetables from local producers. Using Multiple Correspondence Analysis and Logistic Regression, main results showed similarity in consumers' profiles using debit card and bank transfer, where individuals with ages between 19-49, with an income in the household equal to at least 6,000 RON (1,213 EUR), having at least a Master’s Degree and a high frequency of buying products online, are mostly included while, in the case of cash payment, the following characteristics were observed: age between 50-64, income between 3,000-4,499 RON (606-909 EUR), mainly Bachelor’s Degree, and a low frequency of buying products online. Our results revealed that local vegetable producers should be prepared to adapt themselves to digitalization. People seem to be open to it and, for responding to such digital needs, the farmers must get out their comfort zone and become aware that this adaptation becomes a mandatory requirement on the actual market.

Suggested Citation

  • Lucian Tanasa & Simona-Roxana Ulman & Cristina Cautisanu & Ioan Sebastian Bruma, 2022. "Vegetables Consumers’ Profile in the Context of Digitalization: Evidence from Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(59), pages 128-128.
    • Handle: RePEc:aes:amfeco:v:24:y:2022:i:59:p:128
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    References listed on IDEAS

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    Cited by:

    1. Elżbieta Goryńska-Goldmann & Anna Murawska & Grażyna Balcerowska-Czerniak, 2023. "Consumer Profiles of Sustainable Fruit and Vegetable Consumption in the European Union," Sustainability, MDPI, vol. 15(21), pages 1-23, November.
    2. Ioan-Sebastian Brumă & Cristina Cautisanu & Lucian Tanasă & Simona-Roxana Ulman & Meda Gâlea & Alexandra Raluca Jelea, 2024. "Does the payment method matter in online shopping behaviour? Study on the Romanian market of vegetables during the pandemic crisis," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 70(1), pages 34-47.

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    More about this item

    Keywords

    digitalization; local vegetable producers; consumers’ profile; on-line purchase; method of payment; short supply chains; Romania;
    All these keywords.

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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