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Profile of Green Consumers in Romania in Light of Sustainability Challenges and Opportunities

Author

Listed:
  • Teodora Roman

    (Department of Management, Marketing and Business Administration, Alexandru Ioan Cuza University of Iaşi, Bulevardul Carol I 11, 700506 Iasi, Romania)

  • Ionel Bostan

    (Doctoral School of Economics, Stefan cel Mare University of Suceava, Str. Universitatii 13, 720229 Suceava, Romania)

  • Adriana Manolică

    (Department of Management, Marketing and Business Administration, Alexandru Ioan Cuza University of Iaşi, Bulevardul Carol I 11, 700506 Iasi, Romania)

  • Iustin Mitrica

    (Department of Management, Marketing and Business Administration, Alexandru Ioan Cuza University of Iaşi, Bulevardul Carol I 11, 700506 Iasi, Romania)

Abstract

Sustainability and responsible consumption are now the policies of companies interested in preserving a good reputation. If in the past, sustainability was an issue present only in the corporate social responsibility campaigns developed by companies; nowadays, this aspect has become a key element that has been proven to influence the purchasing behavior of consumers. The existence of policies and strategies in the area of sustainability does not necessarily mean their being put into practice as long as people, who make these objectives attainable, are not aware of them. The present paper aims to explore the green consumption of Romanian consumers, which would indicate whether the concern for environmental problems is then translated into an appropriate behavior; in other words, whether “words become facts”. At the same time, this paper analyzes the extent to which the “green trend” has gained popularity in Romania, how involved the Romanian consumers are with environmental issues and the behaviors they adopt in order to mitigate the impact on the ecosystem. However, there are differences between individual opinions on green consumption and the actual behavior adopted in trying to ameliorate this issue.

Suggested Citation

  • Teodora Roman & Ionel Bostan & Adriana Manolică & Iustin Mitrica, 2015. "Profile of Green Consumers in Romania in Light of Sustainability Challenges and Opportunities," Sustainability, MDPI, vol. 7(6), pages 1-18, May.
    • Handle: RePEc:gam:jsusta:v:7:y:2015:i:6:p:6394-6411:d:50135
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    References listed on IDEAS

    as
    1. Arminda Finisterra do Paço & Mário Raposo, 2008. "Determining the characteristics to profile the “green” consumer: an exploratory approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 5(2), pages 129-140, December.
    2. Ken Peattie, 2001. "Golden goose or wild goose? The hunt for the green consumer," Business Strategy and the Environment, Wiley Blackwell, vol. 10(4), pages 187-199, July.
    3. Samar M. Baqer, 2012. "True Green Consumers: An Investigation Of Consumers’ Genuine Willingness To Share Environmental Responsibility," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(3), pages 37-48.
    4. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
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