Romanians’ attitude towards ethical consumption

58% of Romanians say that they do not use sustainable products more often because of the higher price of products, 35% do not trust the authenticity of eco labels, and 28% say that eco alternatives in stores are reduced, according to the latest MKOR study, Consumatorul Ethical from Romania in 2024.

38% of Romanians are ethical consumers and are aware of the impact they have on the environment through their consumption choices, demonstrating responsible, ethical and assumed behavior. At the same time, 56% are undecided and 6% are not interested in sustainability and ethics.

4 out of 10 undecided consumers contribute to protecting the environment through daily actions and have the potential to become Ethical Consumers through education campaigns and programs to encourage environmental protection.

Other factors that lead Romanians to avoid purchasing sustainable products are distrust in companies’ sustainability statements, lack of information about the impact and origin of products (24%), followed by lack of time to look for sustainable alternatives (21%). The barriers felt by consumers are similar, but ethical ones are more willing to seek solutions.

Portrait of the Ethical Consumer in Romania: Mother, Millennial, 41 years old, urban environment

The Ethical Consumer Profile of 2024 is predominantly represented by women who are part of the Millennial generation, live in urban areas, have higher education, have minor children and medium or low incomes.

“Through this study we aimed to respond to the existing need in the market to understand the expectations and consumption habits of people interested in sustainability. The Ethical Consumer is a person who makes purchasing decisions based on their social, ecological and moral impact. This type of consumer is aware of the effects their purchases can have on the environment, they express their concern for global well-being and take responsibility for contributing to a fairer and more sustainable way of life.“ said Cori Cimpoca, founder of MKOR.

41% of consumers choose products with health benefits

The ethical consumer is involved and consistently makes responsible decisions on many levels of daily life: from what and how they eat or buy, to how they move or manage their resources.

41% of respondents are interested in health and wellness benefits when purchasing products and services, and 39% are mindful of issues related to sustainability and environmental responsibility.

70% of the respondents avoid food waste and some of the respondents choose to buy products that are close to the expiration date.

45% of ethical consumers buy less clothes and avoid excessive fashion consumption. The preference for natural products, although less widespread, is much more pronounced among consumers who make ethical choices (25%).

The ethical consumer in Romania purchases, on average, three categories of products for which they look for sustainable options: food 67%, cosmetics and personal care 36%, Coffee and drinks 30%.