Influencing Factors of a Sustainable Vegetable Choice. The Romanian Consumers’ Case

The behavior of vegetable consumption in the context of sustainable development has become a point of interest. Determining the barriers and the drivers for developing a sustainable consumption pattern, including food, should be a priority for every nation, as so to be able to design targeted food policies that would contribute to this development. Reducing the pressure on resources by diminishing meat consumption and increasing vegetable consumption is one of the global directions that should be followed. The situation of the current status of vegetable consumption in Romania is, therefore, important. Through an empirical quantitative analysis, the vegetable consumption pattern of Romanian consumers is presented. The results show that the respondents lack proper environmental education and concern, but unconsciously are aware of sustainability criteria such as choosing local and seasonal vegetables, choosing according to the freshness of the vegetables, and wasting little of these purchases. The main barriers determined in developing more sustainable vegetable choices in the case of Romanian consumers are income and time availability restrictions. It is also important to have the ability to identify the local, seasonal, and organic vegetables through specific labels, and to provide the local producers with the ability to sell their products in supermarkets, at fair prices. These would be the main drivers for developing a sustainable vegetable choice. Adding to that, an awareness campaign at the national level regarding the importance of individual choice would contribute to educating towards a sustainable purchasing pattern.