Understanding Organic Vegetable Consumer Orientation: Associations with Price Perception, Willingness to Pay, and EU Awareness—A Case Study of Olt County, Romania

Organic vegetable consumption is associated with a range of behavioural, attitudinal, and economic factors. This study examines organic vegetable consumption among consumers in Olt County, Romania, with particular emphasis on consumer orientation, price perception, willingness to pay, and awareness of European Union initiatives. A quantitative survey was conducted among 340 respondents, and an Organic Vegetable Consumer Orientation Index (OVCI) was developed by integrating behavioural and attitudinal indicators. Descriptive statistics, Cronbach’s alpha, chi-square tests, and one-way ANOVA with post hoc comparisons were applied. The OVCI had an overall mean score of 0.610, with attitudinal dimensions scoring higher than behavioural dimensions. Gender and age were significantly associated with OVCI scores, whereas education, household income, household size, and residence were not. Price was frequently perceived as a barrier, although price perception was not significantly associated with OVCI. Willingness to pay a higher price premium and awareness of EU initiatives were significantly associated with higher OVCI scores. The findings reinforce the multidimensional nature of organic vegetable consumption and demonstrate the potential of the OVCI as an exploratory measure of consumer orientation. Further research should validate the index using larger, probability-based, and comparative samples and incorporate observed purchasing behaviour.