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Values and Planned Behaviour of the Romanian Organic Food Consumer

Author

Listed:
  • Cristina Fleșeriu

    (Department of Hospitality Service, Faculty of Business, Babeș-Bolyai University, Horea Str., 7, RO-400174 Cluj-Napoca, Romania)

  • Smaranda Adina Cosma

    (Department of Hospitality Service, Faculty of Business, Babeș-Bolyai University, Horea Str., 7, RO-400174 Cluj-Napoca, Romania)

  • Vlad Bocăneț

    (Department of Industrial Engineering, Faculty of Machine Building, Technical University of Cluj-Napoca, Memorandumului Str., 28, RO- 400114 Cluj-Napoca, Romania)

Abstract

Romanian consumers have started to buy and consume more organic products. Their decision-making process is influenced by multiple variables. The theory of planned behaviour is widely accepted and used to predict behaviours in certain contexts, including the buying of organic food products. Other researchers have identified values that the consumer of organic products hold and that influence their buying behaviour. This study analyses the factors that have an impact on buying intention and behaviour of Romanian organic products from these two perspectives. A proposed model was designed by combining the two frameworks. It was evaluated by using structural equation modelling with the SmartPLS 3 software package (v. 3.2.7, SmartPLS GmbH, Bönningstedt, Germany, 2017). Results confirm the model proposed in the theory of planned behaviour while integrating the relationships of consumer values. Health consciousness was found to have a significant effect both on buying intention as well as on personal attitude. Food safety has a significant effect on buying intention regardless of personal attitude. Environmental concerns, social consciousness, perception of quality and lifestyle although important in personal attitude, do not affect buying intention directly.

Suggested Citation

  • Cristina Fleșeriu & Smaranda Adina Cosma & Vlad Bocăneț, 2020. "Values and Planned Behaviour of the Romanian Organic Food Consumer," Sustainability, MDPI, vol. 12(5), pages 1-21, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1722-:d:324941
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    References listed on IDEAS

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    2. Magdalena Maciaszczyk & Artur Kwasek & Maria Kocot & Damian Kocot, 2022. "Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    3. Dubravka Užar & Jelena Filipović, 2023. "Determinants of Consumer Purchase Intention Towards Cheeses with Geographical Indication in a Developing Country: Extending the Theory of Planned Behavior," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 183-204.
    4. Sanjoy Kumar Roy & Amena Khatun, 2024. "Influencing factors for ready-to-cook food purchase intentions: a two-stage approach," SN Business & Economics, Springer, vol. 4(1), pages 1-31, January.
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    6. Andy Felix Jităreanu & Mioara Mihăilă & Alexandru-Dragoș Robu & Florin-Daniel Lipșa & Carmen Luiza Costuleanu, 2022. "Dynamic of Ecological Agriculture Certification in Romania Facing the EU Organic Action Plan," Sustainability, MDPI, vol. 14(17), pages 1-17, September.
    7. Xiuting Wang & Idrees Waris & Muhammad Yaseen Bhutto & Haowei Sun & Irfan Hameed, 2022. "Green Initiatives and Environmental Concern Foster Environmental Sustainability: A Study Based on the Use of Reusable Drink Cups," IJERPH, MDPI, vol. 19(15), pages 1-16, July.
    8. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    9. Marko Ogorevc & Kaja Primc & Renata Slabe-Erker & Barbara Kalar & Miha Dominko & Nika Murovec & Tjaša Bartolj, 2020. "Social Feedback Loop in the Organic Food Purchase Decision-Making Process," Sustainability, MDPI, vol. 12(10), pages 1-18, May.
    10. Rakesh Kumar & Kishore Kumar & Rubee Singh & José Carlos Sá & Sandro Carvalho & Gilberto Santos, 2023. "Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    11. Sunanda Nayak & Vijay Pereira & Bahar Ali Kazmi & Pawan Budhwar, 2024. "To Buy or Not to Buy? Exploring Ethical Consumerism in an Emerging Market—India," Journal of Business Ethics, Springer, vol. 191(4), pages 811-835, May.
    12. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    13. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    14. Yaprak Kurtsal & Davide Viaggi, 2020. "Exploring Collaboration and Consumer Behavior in Food Community Networks and Constraints Preventing Active Participation: The Case of Turkey," Sustainability, MDPI, vol. 12(8), pages 1-24, April.
    15. Mausam Budhathoki & Sujita Pandey, 2021. "Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    16. Jianfang Liang & Ruiwen Wang & Jingjun Li, 2022. "Exploring the Relationship between Chinese Urban Residents’ Perceptions of Sustainable Consumption and Their Efficiency Behavior: A Mediation and Moderation Analysis Based on the Social Practice Appro," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    17. Mir Misnad Sultana, 2024. "Factors Influence on Consumers’ Organic Food Purchasing Decisions: An Empirical Investigation in Bangladesh," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 76-94.

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