Understanding the Perceptions of Organic Products in Romania: Challenges and Opportunities for Market Growth in the Context of the European Green Deal

The rising interest in organic products aligns with a global push for sustainable development, notably through initiatives like the European Green Deal introduced by the European Commission. In Romania, although organic farming and product consumption are increasing, they remain well below the EU averages. This study explores Romanian consumers’ and non-consumers’ perceptions and attitudes toward organic products in a contemporary context shaped by post-COVID-19 adjustments and geopolitical tensions. By developing consumer profiles, the study provides insights to help manufacturers and sellers diversify their strategies such as to meet the EU Green Deal targets. Data were collected from 833 respondents using an online survey and then analyzed with SPSS 23.0. The sample is more representative of young, well-educated, urban residents and, therefore, not fully representative of the entire Romanian population. Descriptive statistics revealed socio-demographic profiles and means for variables reflecting consumer attitudes toward organic products. Exploratory factor analysis with Varimax rotation identified core dimensions among variables and cluster analysis was used to identify different consumer groups. Findings show that typical organic product consumers are younger, well educated, and value quality, reflecting a commitment to sustainable choices. However, high prices are the main barrier to market growth, deterring many potential consumers. Additionally, there is considerable skepticism about organic foods, with doubts about their advantages over conventional products, and a lack of information limits consumer understanding of organic product benefits. These obstacles hinder broader adoption of organic foods in Romania. Future public policies should better support organic market chains to promote the positive externalities of such products such as to meet the ambitious EU Green Deal targets.