• According to the new MKOR study — The Ethical Consumer in Romania in 2025, ethical consumption increased by +5% year-on-year, showing a positive trend in responsible purchasing and consumption behaviors.
Sustainability is no longer just a trend, but a reality that increasingly influences the consumption choices of Romanians. As the data shows, 61% of ethical consumers buy sustainable food products, a significant increase of 22% compared to previous years. This change indicates a growing concern for health, the environment and the quality of the products consumed daily. However, many challenges remain: high prices, lack of clear information and skepticism towards eco-labels are just some of the barriers that prevent a wider adoption of a sustainable lifestyle.
At the same time, consumer behaviors continue to evolve. Reducing food waste has become a major concern, as more and more consumers try to make more informed choices about their diet.
However, only 13% of Romanians consistently prioritize a healthy diet, which raises an important question: is sustainability in food a real necessity or just a trend influenced by marketing? Through this study, MKOR explored the factors that determine these choices, the barriers that still persist, and the opportunities for brands that want to respond to these emerging needs.
61% of ethical consumers choose sustainable food products — a 22% increase
Consumer preferences are driven by factors such as health concerns, environmental impact, and food production ethics. Although this segment was initially comprised primarily of people with higher incomes and higher education, recent data shows that more and more Romanians from various social categories are making responsible food choices.
However, this growth is not accidental. Brands and retailers have begun to respond to demand by expanding their organic, local and sustainable product ranges, and information and education initiatives play a key role. At the same time, online and social media platforms have amplified messages about the impact of food consumption on health and the environment.
“We are seeing a real shift in Romanian consumer behavior, who no longer view sustainability as just a trend, but as a conscious choice. The 22% increase in purchases of eco-friendly food products shows that more and more Romanians are ready to take action, but for this segment to continue to grow, it is essential that brands provide transparency, accessibility and education. Those who understand these needs have a significant competitive advantage, and we are already seeing brands that have communication campaigns focused exclusively on sustainability and corporate responsibility elements.” — Cori Cimpoca, founder of MKOR.
Only 13% of Romanians consistently prioritize healthy eating — What's stopping them?
Although interest in sustainable food products is growing, only 13% of Romanians manage to consistently maintain a healthy diet. This statistic highlights a major discrepancy between intention and action, and the main reasons are high prices, lack of nutritional education, skepticism towards eco-labels and limited availability of sustainable products.
Barriers that prevent the adoption of a healthy and sustainable diet
- High price of sustainable products — Many consumers perceive organic, eco, or local products as significantly more expensive than conventional alternatives. Although production costs for such products are higher, the perception that healthy eating is unaffordable remains a major obstacle.
- Lack of education and accurate information — Many Romanians do not know how to read product labels correctly or identify harmful ingredients. In addition, there is a general lack of clarity between the concepts of “healthy,” “natural,” and “organic,” which causes some choices to be influenced by marketing rather than real information.
- Skepticism towards eco-certifications — 1 in 2 Romanians do not trust eco-labels, considering that many of them are just marketing strategies.
- Low accessibility in stores — While the supply of sustainable products is growing, they are not available everywhere and in many cases are limited to specialty stores or premium sections of supermarkets. This means that many consumers do not have easy access to healthy alternatives.
Possible solutions for overcoming barriers
- Education and transparency — Brands and retailers can invest in educational campaigns to clarify the nutritional and sustainable benefits of products, explaining the real differences between food labels.
- Subsidizing eco-friendly products — Government initiatives or partnerships between producers and retailers could make sustainable foods more accessible to a wider audience.
- Expanding the offer in mainstream retail — Increasing the number of sustainable products in supermarkets, at competitive prices, could encourage more Romanians to adopt a responsible lifestyle.
- Clear and trustworthy certifications — Implementing more transparent verification systems and promoting credible labels could reduce consumer skepticism.
"If we want to accelerate the transition to sustainable food consumption, we must reduce the barriers that discourage Romanians. Healthy eating should not be a luxury, but an affordable option for all. Both brands and authorities have an essential role in this change, through education, clearer regulations and solutions that make sustainable products more accessible." — Dr. Madalina Iorga, Senior Consultant MKOR.
Despite these barriers, Romanians are becoming increasingly aware of the impact of their food choices. On a positive note, food waste reduction has increased by 17%, showing a real concern for responsible consumption. But how much does this behavior influence purchasing decisions?
Food waste reduction increased by 17% – How does this influence purchasing behavior?
One of the most visible signs of the change in Romanian consumer behavior is the 17% increase in concern about reducing food waste. More and more people are adjusting their consumption habits to avoid throwing away food, a phenomenon that was previously considered inevitable in many households. This trend is driven by both economic factors and a growing awareness of the impact on the environment.
This behavior directly influences purchasing choices. Consumers are becoming more mindful of the quantity of products they purchase, choosing foods with a longer shelf life, and are more receptive to retailers’ initiatives to offer products close to their expiration date at a reduced price. There is also a growing interest in reusable packaging and products with a low environmental impact. Brands that understand these changes and offer concrete solutions – such as smart portioning, clear labels, or recycling programs – can win the loyalty of an increasingly demanding consumer segment.
These behavioral changes confirm that sustainability is becoming an increasingly important criterion in Romanians' purchasing decisions.
Study methodology
The results are extracted from the MKOR study The Ethical Consumer in Romania in 2025.
- Sample size: N=1000;
- Sample characteristics: nationally representative by gender, age and geographical distribution;
- Target: the general population of Romania between the ages of 18 and 55;
- Research method: opinion survey (CAWI);
- Tool: questionnaire;
- Approach: online, through the MKOR Panel.
The Ethical Consumer in 2025 (CE2025) bases its methodological approach on the three studies conducted in the past at MKOR, namely The Ethical Consumer in 2024, Ethical Consumer Behavior (2022) and Retail Trends on the Ethical Consumer (2021).
About MKOR
MKOR is an innovative market research agency that combines hands-on business experience, MBA-level know-how and leading expertise to provide an in-depth understanding of the business environment. In its work, MKOR covers all types of research and offers increased flexibility to its clients in order to understand and deliver the most detailed market insights.
Article source: MKOR Study: The Ethical Consumer 2025
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