Romanian consumers and ethical choices: exploring attitudes, actions, barriers and demographic disparities

Based on the climate crisis and the growing global interest for sustainability, ecological behavior of consumers has become a central theme for economic and social research. In Romania, although the awareness of environmental impact is growing, there still are discrepancies between consumers‘ stated attitudes and their actual practices. This study explores the determinants for adopting ecological behaviors, focusing on the relation between attitudes towards ecological products and the perception of economic barriers, using the data provided by MKOR Research & Consulting from the Ethical Consumer Report in Romania. The research methodology, quantitative in nature, is based on the application of a structured questionnaire to a representative sample of 1,084 respondents, selected by stratified sampling according to relevant demographic and economic variables. The statistical analysis uses Pearson correlation to assess the relation between ecological attitudes and behaviors and Chi-square test to identify differences in the perception of price barriers between income segments. The results show a significant positive correlation between pro-environmental attitudes and environmental behaviors (r = 0.463, p < 0.001), as well as important differences in the perception of price as a barrier between income groups (χ² = 1086.567, p < 0.001). This study contributes to the specialty literature by highlighting a complex dynamic between ecological values and economic constraints in adopting sustainable behavior. The results of the research offer valuable implications for public policies aimed at reducing economic barriers by subsidizing green products, as well as for the development of inclusive marketing strategies to facilitate the access of lower-income consumers to sustainable products. The study not only addresses a gap in the specialty literature, but also offers concrete solutions to promote green consumption adapted to the economic and social context in Romania, thus contributing to the understanding of the transition process towards a green economy.