Consumers Perceptions and Attitudes toward Sustainable Consumption: Insights from Romania

Authors: Andra Modreanu, Gabriela Nicoleta Andrișan, Dragoș Tohănean, Claudiu-Nicolae Ghinea

Abstract

This study aims to explore the perceptions and attitudes of Romanian consumers aged 25 to 34 from urban areas toward sustainable consumption, identifying the benefits that foster positive attitudes and the barriers that contribute to negative attitudes. Within this scope, a qualitative approach was employed, involving 20 in-depth interviews with business administration graduates residing in urban areas. Thematic analysis using QDA Miner software and word cloud visualization was used to identify key themes and sub-themes from the answers provided by interviewees, focusing on the benefits and barriers to sustainable consumption. Benefits included environmental (e.g., reduced carbon footprints), social (e.g., community awareness), economic (e.g., support for local businesses), and personal (e.g., improved quality of life) benefits, with personal fulfillment and health as key motivators. However, barriers were more prevalent, encompassing economic constraints (e.g., limited income, high price sensitivity), inadequate waste management infrastructure, limited knowledge and awareness (e.g., low environmental education, unclear eco-labels), cultural and social factors (e.g., traditional norms), and personal factors (e.g., skepticism, time constraints). These barriers significantly hinder the adoption of sustainable practices despite positive attitudes. This study contributes to the literature by providing a qualitative perspective on sustainable consumption in Romania, a relatively underexplored context, by offering insights into the interplay of benefits and barriers among Romanian consumers aged 25 to 34 from urban environments. The findings underline the need for policy interventions, such as improved recycling infrastructure and educational campaigns, to bridge the gap between awareness and action and promote sustainable consumption practices among Romanian consumers.