Antropological Analysis Agroalimentary Sustainability-11-04897

sustainability
Article
The Anthropological Analysis of the Key
Determinants on the Purchase Decision Taken by the
Romanian Consumers Regarding the Ecological
Agroalimentary Products
Alina Butu 1 , Codrin Dinu Vasiliu 2 , Steliana Rodino 3, *, Ioan-Sebastian Brumă 2 ,
Lucian Tanasă 2 and Marian Butu 1, *
1 National Institute of Research and Development for Biological Sciences, Spl. Independentei, nr 296,
District 6, 060031 Bucharest, Romania
2 “Gh. Zane” Institute for Economic and Social Research, Romanian Academy, Ias, i Branch, Teodor Codrescu
Street, no.2, 700481 Ias, i, Romania
3 The Bucharest University of Economic Studies, Piata Romana no. 6, District 1, 010374 Bucharest, Romania
* Correspondence: steliana.rodino@yahoo.com (S.R.); marian_butu@yahoo.com (M.B.)

Received: 7 August 2019; Accepted: 3 September 2019; Published: 7 September 2019
Abstract: Should you attend to the relevant published literature on perceptions belonging consumers
of ecological products, it can be easily noticed that, as a rule, the interpretation insists heavily on
the analysis of an error: the consumer’s confusion about the ecological product. The official concept
of an ecological product does not overlap with the idea of an ecological product at the mental level
of the consumer. Most studies, if not all of them, tax this confusion and analyze it as a deviant
phenomenon. The starting point for this study was based on this very confusion: If there is so much
confusion, it most likely means we are dealing with a symbolic projection at a social level. We found
intriguing the idea of trying to understand what exactly are the mechanisms behind the ideological
forming of this symbolic projection and their impact upon the decision of purchasing ecological
agroalimentary products. The study was based on a nationwide questionnaire conducted in Romania
in 2016. The collected data were employed in an anthropological analysis of phenomenological
approach to further understand the concept of ecological agroalimentary products as it appears in the
mentality of the contemporary Romanian consumer.
Keywords: ecological agroalimentary products; consumer; purchase decision; agroalimentary market;

supermarket; Romania
1. Introduction
One of the most menacing threats regarding health and quality of life, at least nowadays, comes
from the alimentary zone.
Whether it is a paradox or not, the mentality of a contemporary person harbors the idea that
they are sitting with the enemy at the table on a daily basis. The conventional agriculture and food
industries provide plenty of reasons to unsettle oneself regarding their health or their family’s as well.
Or this is, in part, the message received and frequently passed on within their own community.
Food, regarded as a resource, is symbolized as a risk factor at the moment. A contemporary person
from Europe is not under any increasing pressure to urgently procure food. Currently, from a social
and economic point of view, a person’s concern is a different one: one needs to choose what he/she
eats, for the socioeconomic environment provides an abundance of food which can easily mislead one
Sustainability 2019, 11, 4897; doi:10.3390/su11184897 www.mdpi.com/journal/sustainability

Sustainability 2019, 11, 4897 2 of 22
into making the wrong purchase decisions regarding the products which feed them. Thus, it can also
provide food for which one pays with their own health.
Fast-food, slow-food, conventional, ecological, food additives, and genetic modifications are
the terms of a new life philosophy related to the manners in which we feed ourselves. They are
complemented with an extra concern towards our own health. This new problem arises from what
we eat.
In other words, the fact of eating has spread out beyond the normative zone regulated by good
manners, as it was previously contained during the Victorian era and lasted, at least, until mid
20th century. It outstretches the behavioral technologies of recovery as formulated by the medical
philosophies of the alimentary diet after the mid 20th century. The fact of feeding oneself falls under a
zone of prophylaxis strategy nowadays. It is included in the individual or group strategies of health
administration and it is gradually obtaining a moral emphasis. One can notice that, from an allegedly
long history, it is shifting from a perspective of the good manners of having a meal to food ethics. This
shift will be formulated under the concept of health preservation by the decision taken regarding the
alimentary products we choose to consume.
As it is noticeable, this phenomenon has a socioeconomic side and an ideological dimension
as well. Thus, in the context of rising interests manifested by the consumer towards a healthier
alimentation, the development of ecological agriculture is a viable alternative for meeting the desire
for buying certain food products, which contributes to the idea of health management through both
individual or group (as family) consumption. This is the outlet gap, at an ideological level, attempted
by the ecological agroalimentary products at the moment.
However, to further comprehend this phenomenon, we should first analyze the context of the
production system belonging to the ecological agriculture.
Discursive Coordinates of the Ecological Agriculture

Among the definitions of great synthesis of ecological agriculture, the definition provided by
IFOAM stands out. The International Federation of Organic Agriculture Movements (IFOAM) defines
organic agriculture as [1]:
“A production system that sustains the health of soils, ecosystems and people. It relies on
ecological processes, biodiversity and cycles adapted to local conditions, rather than the
use of inputs with adverse effects. Organic agriculture combines tradition, innovation and
science to benefit the shared environment and promote fair relationships and a good quality
of life for all involved.”
The definition of IFOAM greatly explains the conceptual framework where the policies, strategies,
and juridical accepted meanings (which are typical of ecological agriculture) blend together, at least,
inside the European Union. Thus, in what concerns the production and labeling of ecological products,
the Regulation (EU) 2018/848 of the European Parliament and of the Council of 30th May 2018 on
organic production and labelling of organic products and repealing Council Regulation (EC) No.
834/2007 states the following [2]:
“For the purposes of this Regulation, a product shall be regarded as bearing terms referring
to organic production where, in the labelling, advertising material or commercial documents,
such a product, its ingredients or feed materials used for its production are described in
terms suggesting to the purchaser that the product, ingredients or feed materials have been
produced in accordance with this Regulation. In particular, the terms listed in Annex IV and
their derivatives and diminutives, such as ‘bio’ and ‘eco’, whether alone or in combination,
may be used throughout the Union and in any language listed in that Annex for the labelling
and advertising of products referred to in Article 2(1) which comply with this Regulation.”
These aspects have been previously specified by the Council Regulation (EC) No. 834/2007 from
28th June 2007 (Article 23) [3].
The most meaningful feature noticeable in this regulation is the grouping of the concept of
ecological alimentary product in the relation among the production done on organic basis, certification,
and labeling. This is largely the symbolic universe where the concept of ecological alimentary product
works within the European Union.
For instance, in Romania, the Government Decision No. 131 of 27 March 2013 for establishing the
necessary measures and sanctions for the purpose of compliance with the Council Regulation (CE) No.
834/2007 follows this line of conceptual delimitation which is quite visible in the area of the sanctions
provided [4]:
“The fraudulent use of the terms ecologic, biologic, organic or of their abbreviations such
as bio, eco, as registered trademarks or practices employed in the production, processing,
packaging, transport, storage and distribution of products, including the product label,
advertising materials and commercial documents which can mislead the consumer and are
not obtained in accordance with the regulations of ecological production [...] are punishable
by fine from 20,000 lei to 30,000 lei and administrative measure of temporary cessation on
commercializing the products concerned until rectification of the weaknesses identified.”
Further, “the organic certification confirms the fact that a set of standards has been maintained
which consequently draws the quality image of the certified alimentary products by comparison with
the alimentary products which are traditionally developed” [5].
In this regard, an ecological product develops itself on two discursive levels which do not often
overlap: this concept is reinforced by the regulatory European or national discourse and is a concept
that is born from the social and mental perspective of consumers. This is the significant difference we
aimed to assess in the present study.
Thus, we attempted to prove the fact that the purchase decision of ecological agroalimentary
products presents an area of social negotiation between a defined regulatory concept and one constituted
at a mental level through a symbolic projection.
Having this in mind, we decided to employ a methodology focused on a phenomenological
analysis of the data. In other words, we considered the data provided in their social functionality and
not reported to a validation system adjusted by either correctness or incorrectness of the perception
at a behavioral level. Hence, the purchase decision was analyzed in the context of a dataset which
functioned at a psycho-social level and could not be invalidated by strictly behavioral approaches
when analyzing the purchase decisions.
However, before moving ahead, we believe that it is necessary to remind the reader of a few global
data concerning the economy of ecological alimentation.
Therefore, from an economic point of view, the system of ecological agriculture has registered
constant global growth over the last ten years. According to the latest international statistical data
published by IFOAM and FiBL (Forschungsinstitut für biologischen Landbau) in “The World of Organic
Agriculture 2019”, in 2017 more than 69.8 million ha were managed in agreement with the regulations
and principles of ecological agriculture worldwide [6], as compared to the year 2007, when there were
approximately 31 million ha cultivated using the same system [7].
Within EU, in the same year of 2017, there were approximately 12.8 million ha ecologically
managed by 310,000 producers [6].
Although there are differences in dynamics, implementation, and tendencies as well, Romania—as
a European country—has complied with the tendency to develop an ecological alimentary culture.
Consequently, in Romania the ecological agricultural system is managed by 8434 operators, while the
area farmed is 258,470 ha [8].
On another note, the farmers’ market for ecological products sums up to 34.3 billion euros in
the EU. Germany ranks first among the countries with the largest farmers’ markets (10 billion euros),
followed by France (7.9 billion euros) and Italy (3.1 billion euros). In Romania, the farmers’ market for
the ecological products is poorly developed, yet registering substantial growth from 10 million euros
registered in 2009 to 40.65 million euros in 2016 [6].
Sustainability 2019, 11, x FOR PEER REVIEW 4 of 22
followed by France (7.9 billion euros) and Italy (3.1 billion euros). In Romania, the farmers’ market
for the ecological products is poorly developed, yet registering substantial growth from 10 million
Regarding per capita
euros registered in 2009 consumption,
to 40.65 million it varied
euros from
in 2016 [6].278 euros (Denmark) to 1 euro (Slovakia) in
EU, in theRegarding
year of 2017.per capita consumption, it varied from 278capita
In Romania, in the same year, per eurosconsumption
(Denmark) to 1increased to 2 euros
euro (Slovakia) in by
comparison
EU, in thetoyear
0.48ofeuro,
2017.asInitRomania,
was recorded in 2009
in the same [9].
year, per capita consumption increased to 2 euros by
comparison
There is alsotohigh
0.48 euro, as itregarding
interest was recorded
the in 2009 [9].of great merchants certified for the distribution
number
There
of ecological is also high
alimentary interest regarding
products. Thus, in the numberthere
Romania of great
aremerchants certified
248 merchants for the to
certified distribution
sell ecological
of ecological alimentary products. Thus, in Romania there are 248 merchants
alimentary products of which 12 are importers. In Figure 1, their distribution in the retail network certified to sell can
ecological alimentary products of which 12 are importers. In Figure 1, their distribution in the retail
be observed. The graphic was built by processing the data available on the official site of the Ministry
network can be observed. The graphic was built by processing the data available on the official site
of Agriculture and Development of Romania [10].
of the Ministry of Agriculture and Development of Romania [10].
Figure
Figure 1. The1.distribution
The distribution of the authorized
of the authorized vending vending
points forpoints for distribution
distribution of agroalimentary
of ecological ecological
agroalimentary products depending on the great companies in Romania.
products depending on the great companies in Romania.
2. Materials
2. Materials andand Methods
Methods
The The questionnaire, namely, Ecological agroalimentary products, was applied during May–
questionnaire, namely, Ecological agroalimentary products, was applied during
September 2016. The questionnaire was structured according to 2 sections: social and demographic
May–September 2016. The questionnaire was structured according to 2 sections: social and demographic
data and behavioral data. It was composed of multiple choices questions, however only one choice
data and behavioral data. It was composed of multiple choices questions, however only one choice
was allowed.
was allowed.This questionnaire was designed at the Institute of Economic and Social Research of the
This questionnaire
Romanian Academy,was Iașidesigned
Branch. Theat the
mainInstitute
aspect of Economic
flagged andfollowing:
was the Social Research of the in
the questions Romanian
the
Academy, Ias, i Branch.
questionnaire allowedThefor
main aspectofflagged
the choice a singlewas the following:
answer. We kept thethe questions
alternative in the questions
of closed questionnaire
withfor
allowed onethevariant
choiceanswer to force
of a single the respondents
answer. We kept the to provide the strongest
alternative of closedopinion.
questionsIn other
with words,
one variant
we were primarily interested in the answers with the highest ideological degree.
answer to force the respondents to provide the strongest opinion. In other words, we were primarily
interestedThe questionnaire
in the answers with was made as a website
the highest built in degree.
ideological Drupal Content Management System (version
8) [11], which provided the advantage of real-time data monitoring. The answers were collected
The questionnaire was made as a website built in Drupal Content Management System (version
starting May 2016 until September of the same year, and they were provided by 1792 respondents
8) [11], which provided the advantage of real-time data monitoring. The answers were collected
across Romania. The respondents were contacted through the social media networking (mainly
starting May 2016
Facebook sinceuntil
it isSeptember of the same
the most accessed year,
social andinthey
media were provided
Romania), by phoneby or1792 respondents
email. Out of 1792across
Romania.
answers The respondents
received, were
1613 were contacted through the social media networking (mainly Facebook
validated.
since it is the most accessed social media in Romania), by phone or email. Out of 1792 answers received,
2.1. Legend
1613 were of Figures
validated.
• For a better visualization of data, some answers and questions were shortened.
2.1. Legend of Figures
• Buying EFP—Do you buy ecologic food products?
• For a better visualization of data, some answers and questions were shortened.
• Buying EFP—Do you buy ecologic food products?
• Main reason—Main reason you buy ecologic food products.
• Where do you buy—Where do you usually buy ecologic food products?
• Main reason—Main reason you buy ecologic food products.
• Most
•• important criterion—Which
Main isecologic
the most important criterion which guides you when
Wherereason—Main reason you
do you buy—Where buy
do you usually buyfood products.
ecologic food products?
identifying
•• Where ecological food
do you buy—Where
Most important products at the
do you usually
criterion—Which moment of
buy ecologic
is the most purchase?
food
important products?
criterion which guides you when
• •
Meaning
Most of EFP—What
important
identifying does “ecologic
criterion—Which
ecological food products isatfood
the product”
the most mean?
important
moment criterion which guides you when
of purchase?
• •
Youridentifyingofecological
trust in EFP—Your
Meaning EFP—What food
trustproducts
does at the
in“ecologic
the ecologic
foodmoment
food. of purchase?
product” mean?
•• Meaning
Your trustofinEFP—What
EFP—Yourdoestrust“ecologic food product”
in the ecologic food. mean?
• Your trust in EFP—Your
2.2. Demographic Data About Respondentstrust in the ecologic food.
2.2. Demographic Data About Respondents
Out of 1613 validated
2.2. Demographic answers,
Data About 1074 belonged to women and 539 to men. Most persons (1342)
Respondents
Out of 1613 validated answers, 1074 belonged to women and 539 to men. Most persons (1342)
lived in an urban area, while only 271 reported livingtoinwomen
rural locations.to Their distribution depending
livedOut ofurban
in an 1613 validated answers,
area, while only 2711074 belonged
reported and 539 Their
living in rural locations. men. Most persons
distribution (1342)
depending
on age, gender,
lived in an and
urban living
area, environment
while only 271 is presented
reported livingin
in Figure
rural 2.
locations. Their distribution depending
on age, gender, and living environment is presented in Figure 2.
on age, gender, and living environment is presented in Figure 2.
Figure
Figure 2. The
2. The respondents’
respondents’ distributiondepending
distribution depending on
onage,
age,gender,
gender,and living
and environment.
living environment.
Figure 2. The respondents’ distribution depending on age, gender, and living environment.
The income
The income distribution
distribution on family
on family among
among respondents,
respondents, showedthat
showed thatmost
mostofofthe
therespondents
respondents have
haveThe incomeover
an income distribution on family
2500 lei (556 among respondents,
Euro) (Figure 3). showed that most of the respondents
an income over 2500 lei (556 Euro) (Figure 3).
have an income over 2500 lei (556 Euro) (Figure 3).
Figure 3. Respondents’ distribution depending on family income.

Figure
Figure 3. Respondents’distribution
3. Respondents’ distribution depending
dependingonon
family income.
family income.
To better understand the budget of a Romanian family (in 2016), the effect of the monthly income
on the family life standard in Romania is summarized in Table 1.
Table 1. The budget effect on the family life standard in Romania in 2016.
Level of Family Budget

Monthly Income for Family Monthly Income for Family Number of
Regarding the Living
in Lei in Euros Respondents
Standards in Romania
Up to 800 Lei Up to 178 Euros Very low 88
Between 801 and 1500 Lei Between 178 and 334 Euros Low 218
Between 1501 and 2500 Lei Between 334 and 556 Euros Medium 354
Between 2501 and 4000 Lei Between 556 and 890 Euro Above medium 436
Over 4000 Lei Over 890 Euro High 517
Concerning levels of education, from the total of our respondents, 10 were secondary
school graduates, 218 had a high school diploma, 780 graduated from college, and 605 had a
postgraduate degree.
2.3. Methodology: Anthropological Analysis as a Starting Point for the Phenomenological Interpretation of the Data
Since this study involved a phenomenological analysis, we avoided considering some answers
received that contributed to confusion or misinformation. The information provided was permanently
regarded as data of maximum epistemic value and related to the concept of an ecological alimentary
product that functions at the level of the respondents’ community. This fact actually comprises the
phenomenological nature of the analysis: the ecological agroalimentary product is not considered
at the level of a correct or incorrect perception towards the conventional sense, but right in its core
phenomenology: how does this function in the respondents’ community. Since the ecological alimentary
product does not merely function in the area delimited by the official definition and exceeds this
delimitation, it also borrows values from the conceptual area with which it shares common symbolic
data (natural product, from the countryside, traditional, bio, organic).
Is this about confusion? Should we relate to the official definition of the ecological alimentary
product as a reference system? Then, yes, indeed it is so. However, this reference system makes us
perceive the deviant features only, which, quite often, are not the most useful one for understanding
the purchase decision. The extra interest of our research relies on the symbolic system where the social
forming of the concept of an ecological agroalimentary product takes place. What is it and how does it
work—this entity projected by the symbolic forming of the ecological agroalimentary product at the
level of purchase decision?
Under the circumstances, the ecological agroalimentary product does not overlap the concept
provided by its juridical definition, but it becomes a symbolic object containing data worth considering
in the very ideological universe where it is formed. It is about a reductive analysis, a common feature
to the projects of phenomenological interpretation. Moreover, the choice of this approach option
is determined by the fact that the concept of ecological agroalimentary product functions from an
anthropological point of view—in the society in its official sense and also under the umbrella of other
concepts or at the crossroads of these: traditional products, local products, natural products, bio
products, organic products, etc.
As observe next, the common factor that locates all these concepts in the ecological area which
relate to the symbolic system of healthy alimentation.
We have chosen this particular methodology because, in what concerns the representation of the
Romanian consumer, the ecological agroalimentary product constituted at a symbolic level is pertinent
and relevant in the very data of its representation.
Even though it is about a product that does not coincide with the ecologically certified product,
in the case of what the Romanian consumer feels, knows, and decides, there are fundamental data
according to which the ecological agroalimentary product (the one constituted at the level of one’s
representation) is the only acceptable ecological alimentary product (at that particular time).
We can assert that it involves a clandestine mental object. Yet, its representation and functionality
fit into a pertinence and relevance which does not makes it any less true.
2.4. Methodology: Starting Points

We can assert that it involves a clandestine mental object. Yet, its representation and
Infunctionality fit into11
this case study, a pertinence
questionsand relevance
were chosenwhich
out does
of a not makes
total it any
of 16 less true.contained in the
questions
previously mentioned questionnaire. The questions were selected after repeated trials which involved
2.4. Methodology: Starting Points
48 simulations of simple and multivariable correlations. The objectives addressed were the following:
In this case study, 11 questions were chosen out of a total of 16 questions contained in the
− Identifying the strongest
previously mentioned correlations
questionnaire. Thewith the phenomenological
questions were selected after value
repeatedfortrials
our which
analysis.
These correlations
involved were of
48 simulations identified with
simple and the assistance
multivariable of similarities
correlations. and dissimilarities
The objectives addressed werenoticed
the by
following:
Multiple Correspondence Analysis (MCA) using R [12–17];
− Identifying
- the most
Identifying uncommon
the strongest resultswith
correlations whichthedid not coincide with
phenomenological valuethe
forcanonical conclusions
our analysis. These
of thecorrelations
scientific research or common
were identified with sense, and which
the assistance were related
of similarities and to the purchase
dissimilarities behavior
noticed by of
Multiple Correspondence
ecological products; Analysis (MCA) using R [12–17];
− - Identifying
Identifying the mostnarrative
the possible uncommon results
which which didthe
supported notdiscourse
coincide with theanthropological
of the canonical conclusions
analysis
of the scientific research or common sense, and which were related to the purchase behavior of
we had in mind.
ecological products;
- Identifying
Starting from thisthe possible narrative
particular which
case, in the supported
present study,the
wediscourse
aimed toof track
the anthropological analysis
the data of the purchase
we had in mind.
decision as they emerged at a correlative level and in the context of the anthropology of the contemporary
Starting fromThe
Romanian consumer. thisphenomenological
particular case, in theinterpretation
present study, we aimeddata
of these to track
werethepermanently
data of the purchase
centered
decision as they emerged at a correlative level and in the context of the
on the question of: How often do you buy ecological agroalimentary products? The answers received anthropology of the
contemporary Romanian consumer. The phenomenological interpretation of
formed the pivotal system for the data analysis and correlation which were inferred from the answers these data were
permanently centered on the question of: How often do you buy ecological agroalimentary products?
provided by the other questions.
The answers received formed the pivotal system for the data analysis and correlation which were
Among the simulations made, as previously mentioned, the most interesting answer within the
inferred from the answers provided by the other questions.
questionnaire was the
Among derived from the
simulations following
made, question:
as previously “Whichthe
mentioned, is most
the main reasonanswer
interesting for which
withinyou
thebuy
ecological agroalimentary products?”
questionnaire was derived from the following question: “Which is the main reason for which you
It buy
wasecological
expectedagroalimentary
that health would be an answer of high percentage [18]. However, the percentage
products?”
of 63.31% (out
It was of expected
1521 respondents
that healthwho wouldstated
be an they buy such
answer of highproducts)
percentage added
[18]. with the identity
However, the
percentage of 63.31% (out of 1521 respondents who stated they buy such products)
of gender tendencies, constituted a good enough reason to regard this choice as one symbolically added with the
identity
determined of gender
at the tendencies,
batch level. constituted
In other words, we a good enoughwith
are dealing reason
an to regardwhich
answer this choice as one a
may represent
symbolically determined at the batch level. In other words, we are dealing with an answer which
reality of the consumption, but it also registers an important ideological charge at the respondents’
may represent a reality of the consumption, but it also registers an important ideological charge at
level. This trend can be observed in Figure 4.
the respondents’ level. This trend can be observed in Figure 4.
Figure 4. Radar-type plot with answer options for the question: Which is the main reason for which
you buy ecological agroalimentary products?
As it can be seen in Figure 4, the answer tendencies show equal ponderosity for both male and
female respondents. This phenomenon can be determined, at least, by the following situations:
• The purchase decision was taken in family and, under the circumstances, the key determinants
were the cases of families with children;
• The perception regarding the purchase motive was uniformly determined regardless of gender,
due to the education, knowledge/information, and marketing discourses.
At the same time, due to the higher percentage of female respondents, we cannot speak about
a tendency of emancipated answer in what concerns gender discrimination. On the contrary, here
certain data coming from traditional society get more visibility, such as the woman perceiving herself
more of a manager of food and feeding issues than the man within a family.
Thus, the Romanian consumer of ecological agroalimentary products is mentally pre-formatted
at a family level and tends to decide the purchase of ecological agroalimentary products for
health preservation.
2.5. The Purchase Decision

In terms of the individual, the purchase decision was the result of an interpretative process with a
decisional purpose. However, this does not necessarily mean that the purchase decision was a purely
conscious and sensible process, i.e., the result of a disciplined will. As any other interpretative process,
the purchase decision is the outcome of the relation between tacit knowledge and explicit knowledge
and is subjected to some determinants formed at the level of symbolic social systems.
On another note, socially, the purchase decision is not merely determined by the simple purpose
of feeding. Here, the purchase decision takes the form of a social fact. To put it differently, it crystallizes
into a system that can be analyzed in the convergence areas of the cultural, economic, behavioral, and
even political data.
This is the configuration of the object which comprises our research: the purchase decision is
partly a decisional process with conscious and unconscious data and partly it can constitute a social
fact determined by symbolic social systems where the mentality of the individual functions.
3. Results and Discussion

As it has been previously mentioned, our analysis started from a series of simulations which
provided data of high relevance or totally uncommon. Thus, the moment 1521 respondents, more
precisely 63.31%, indicate that the main reason for purchasing ecological agroalimentary products is
health, one feels compelled to quantify this particular answer in way or another.
Following this line of thought, we considered it worth analyzing the correlation between the level
of incomes per family and the purchase frequency, as ecological alimentary products have a serious
financial impact upon the budget of a family. The price of the daily basket (established by government
emergency ordinance in Romania and calculated according to conventional products) may be, at least,
double if the daily basket contains ecologically certified products only.
Concurrently, the level of income has a direct impact upon the alimentary habits of the Romanian
consumers, at least, in the case of those who have a lower income and, consequently, are more inclined
to consume less healthy food [19,20]. However, the answers provided do no cover this hypothesis. Thus,
paradoxically, low- and medium-income families buy ecological agroalimentary products sometimes
and even frequently. Under these categories of income there are few families that do not buy ecological
agroalimentary products as shown in Figure 5.
Figure
Figure 5.
5. The
The purchase
purchase frequency
frequency depending
depending on
on the
the income
income categories of the family.
family.
Figure 5. The purchase frequency depending on the income categories
categories of
of the
the family.
It can be observed that there are no significant differences among the ponderosity ratio at the
It can be observed that there are no significant differences among the ponderosity ratio at the
level of answer variants (I buy frequently, II buy
buy sometimes,
sometimes, II do
do not
not buy).
buy). The groups that declared
level of answer variants (I buy frequently, I buy sometimes, I do not buy). The groups that declared
medium or above
low, medium above medium
medium incomes
incomes had quite the same answer behavior in what concerns the
low, medium or above medium incomes had quite the same answer behavior in what concerns the
frequency.
purchase frequency.
purchase frequency.
Figure 6,
Concurrently, as can be seen in Figure 6, most
most respondents
respondents state that they buy ecological
ecological
Concurrently, as can be seen in Figure 6, most respondents state that they buy ecological
agroalimentary products from the farmers’ market, supermarket, or directly from the producers,
agroalimentary products from the farmers’ market, supermarket, or directly from the producers, which
agroalimentary products from the farmers’ market, supermarket, or directly from the producers,
which
is highlyis highly relevant
relevant to our further
to our further analysis.
analysis.
which is highly relevant to our further analysis.
Figure 6. The distribution of purchase frequency depending on the purchase location.

Figure 6.
Figure 6. The
The distribution
distribution of
of purchase frequency depending
purchase frequency depending on
on the
the purchase
purchase location.
location.
Additionally, if we are to correlate these data with the incomes of those who buy on a frequent
if we
Additionally, if we are
are to
to correlate
correlate these
these data
data with
with the
the incomes
incomes of those who buy on a frequent
frequent
basis (33.7% of the respondents), we can notice that in the case of low and medium incomes, the
respondents), we can notice that in the case
basis (33.7% of the respondents), case of
of low
low and
and medium
medium incomes,
incomes, the
supermarket is by far exceeded by the agroalimentary farmers’ market as a purchase location (Figure
supermarketisisby
supermarket byfar
farexceeded
exceededbybythe
theagroalimentary
agroalimentaryfarmers’
farmers’ market
market asas a purchase
a purchase location
location (Figure
(Figure 7).
7).
7).
Sustainability 2019, 11,
Sustainability 2019, 11, 4897
x FOR PEER REVIEW 10 of
10 of 22
22
Figure 7. The distribution of purchase locations on family income among frequent or dedicated
Figure 7.7. The
buyers.
Figure Thedistribution
distributionof of purchase
purchase locations
locations on family
on family income
income amongamong frequent
frequent or dedicated
or dedicated buyers.
buyers.
Among
Among the theoccasional buyers
occasional (60.8%(60.8%
buyers of the respondents), the ponderosities
of the respondents), of the agroalimentary
the ponderosities of the
farmers’ market
Among the
agroalimentary and supermarket—as
occasional
farmers’ marketbuyers places of purchase—were
(60.8% of theplaces
and supermarket—as close.
respondents), It is possible that
the ponderosities
of purchase—were close. they
It is ofwere
the
possible
precisely the
agroalimentary consumers
farmers’ who were
market fully
and aware of the
supermarket—as great differences
places of between
purchase—were the
that they were precisely the consumers who were fully aware of the great differences between theecological
close. It is products
possible
as certified
that
ecological products
they were
products and
precisely
as other products
products(see
the consumers
certified andFigure
who 8). aware
were products
other fully (seeofFigure
the great
8). differences between the
ecological products as certified products and other products (see Figure 8).
Figure 8.8.The
Figure The distribution
distribution of theofanswers
the answers
providedprovided by the buyers
by the occasional occasional buyersagroalimentary
of ecological of ecological
Figure 8. The products
agroalimentary distribution of the on
depending answers
income provided
and by location.
purchase the occasional buyers of ecological
products depending on income and purchase location.
agroalimentary products depending on income and purchase location.
To further
further understand
understand these data, it is necessary to digress and focus on the sociology of the
To further farmers’
agroalimentary understand marketthese data,
and
and it is necessary
supermarket
supermarket in to digress and focus on the sociology of the
in Romania.
Romania.
agroalimentary farmers’ market and supermarket in Romania.
3.1. The Agroalimentary
3.1. The Agroalimentary Farmers’
Farmers’ Market
Market in
in Romania
Romania
3.1. The Agroalimentary Farmers’ Market in Romania
The
The system
system of of agroalimentary
agroalimentary marketsmarkets in in Romania
Romania was was formed
formed during
during the the communist
communist regime
regime
(before
(before 1989)
The1989)
systemon the approximate
of agroalimentary
on the approximate patternpattern
markets of the peasant
in Romania
of the markets,
was formed
peasant markets, fairs,
fairs,during and stockyards.
the communist
and stockyards. As
As they they
regime
were
were
(before
built builtthein Communist
in1989) the Communist
on the approximate period,
period, and
pattern
and theytheythestill
of still preserve
peasant
preserve muchof
markets,
much oftheir
their
fairs, and original configuration,
stockyards.
original the
As they were
configuration, the
Romanian
built in themarkets share
Communist a lot of
period, common
and
Romanian markets share a lot of common features. they features.
still preserve much of their original configuration, the
An
Romanian agroalimentary farmers’
markets share farmers’
An agroalimentary market
a lot of common
market in in Romania is located in the middle of the city/town or
Romania
features. is located in the middle of the city/town or
neighborhood
An and it
agroalimentary is open since
farmers’ early
marketmorning
in till
Romania sunset,
is from
located Monday
in the till
middle
neighborhood and it is open since early morning till sunset, from Monday till Sunday included. Since Sunday
of included.
the Since
city/town or
neighborhood and it is open since early morning till sunset, from Monday till
it is addressed to distribution of fresh products, it is generally crowded, and the maximum operatingSunday included. Since
it is addressed to distribution of fresh products, it is generally crowded, and the maximum operating
it is addressed to distribution of fresh products, it is generally crowded, and the maximum operating
period starts from spring and goes on until late autumn. It does not close in winter time, although the
offer of agroalimentary products is rather low.
The highest ponderosity is given by the farmers’ products provided by the small producers.
The prices are low or very low as they are not aligned to the fair price. At the same time, this fact
stops the small producers from investing too much in chemical treatments, as they prefer the natural,
traditionalSustainability 2019, 11, x FOR
ones. Generally, PEER
the REVIEW
small producers have a tradition of one generation, at11least, of 22 and offer
peasant products of high

period starts quality.
from spring and The trust
goes on untillevel of the Romanian
late autumn. consumer
It does not close in winter in thealthough
time, agroalimentary
farmers’ market
the offer is quite elevated.
of agroalimentary However,
products is rather there
low. is a certain degree of distrust which manifests
towards someThe typeshighest ponderositysuch
of products, is given
as by the farmers’
dairy products provided
and apiculture products.by the small
Yet, producers.
over The are born
time, there
prices are low or very low as they are not aligned to the fair price. At the same time, this fact stops
and created relationships of trust between consumers and certain producers. This type of behavior
the small producers from investing too much in chemical treatments, as they prefer the natural,
compels the producers
traditional ones. to maintain
Generally, the a high
small standard
producers for
have their products
a tradition and, at at
of one generation, the same
least, and time,
offer keep the
prices as low as possible.
peasant products of high quality. The trust level of the Romanian consumer in the agroalimentary
farmers’
The low price market is quite elevated.
is determined by theHowever, there is a of
high number certain degree ofintermediaries
wholesale distrust which manifests
who buy at low
towards some types of products, such as dairy and apiculture products. Yet, over time, there are born
prices from the small farmers and enforce a low price on the market. These intermediaries are part of a
and created relationships of trust between consumers and certain producers. This type of behavior
real guilt (here
compelsthey
the are calledtosamsari,
producers maintain asynonymous
high standard forto their
middlemen).
products and,They create
at the a formidable
same time, keep the obstacle
to the Romanian
prices as peasants’
low as possible.and small farmers’ right to the farmers’ market. Despite this, lately it has
been noted that The low price isconsumers
Romanian determined by aretheincreasingly
high number avoiding
of wholesale intermediaries
them, who buy atproducts
rather choosing low more
prices from the small farmers and enforce a low price on the market. These intermediaries are part of
costly which are offered by rural producers. Thus, as mentioned earlier, small partnerships based on
a real guilt (here they are called samsari, synonymous to middlemen). They create a formidable
trust are born andtocreated.
obstacle the Romanian peasants’ and small farmers’ right to the farmers’ market. Despite this,
This type
lately of market
it has has the
been noted thatfollowing zones: are increasingly avoiding them, rather choosing
Romanian consumers
products more costly which are offered by rural producers. Thus, as mentioned earlier, small
• A zone of open stands for the small producers of vegetables, fruit, and greens (see Figure 9);
partnerships based on trust are born and created.
producersThisof type
honey and apicultural
of market has the followingproducts;
zones: intermediaries who sell eggs and products with
terms•of validity
A zone ofclose
open to the for
stands expiration
the small date (these
producers products are
of vegetables, fruit,obtained
and greensthrough supermarkets);
(see Figure 9);
• A zone for flowersofand
producers honeyseedlings;
and apicultural products; intermediaries who sell eggs and products with
• A zone ofterms
kiosks of or
validity
small close
shopstoforthecommercializing
expiration date (these
meat and products
meatare obtained through
preparations;
supermarkets);
• A zone• ofAkiosks
zone foror smalland
flowers shops for selling bakery products;
seedlings;
• •
An enclosed market
A zone house
of kiosks designed
or small shops forfor the small producers
commercializing meat and meatof dairy products;
preparations;
• A zone of kiosks or small shops for selling bakery products;
• A zone of kiosk for commercializing non-alimentary products, such as household items;
• An enclosed market house designed for the small producers of dairy products;
• In the• case of border
A zone of kiosklocalities, a zone addressed
for commercializing to the
non-alimentary sellers
products, suchof as
alimentary and non-alimentary
household items;
•
products brought
In the case from neighboring
of border countries.
localities, a zone addressed to the sellers of alimentary and non-alimentary
products brought from neighboring countries.
Figure 9. Romanian producers in Romanian farmers’ market. City of Ias, i, June 2019. Photo credit:
Codrin Dinu Vasiliu.
Figure 9. Romanian producers in Romanian farmers’ market. City of Iași, June 2019. Photo credit:
Codrin
Sustainability Dinu
2019, 11,Vasiliu.
4897 12 of 22
In the agroalimentary farmers’ market in Romania, producers of ecologically certified products

In the agroalimentary
are missing almost entirelyfarmers’
and themarket in Romania,
same happens withproducers of ecologically
the specialized shops that certified products
sell ecologically
are missing almost entirely and the same happens with the specialized
certified products. Thus, in a Romanian agroalimentary farmers’ market it comes close to impossibleshops that sell ecologically
certified
to purchase products. Thus, in acertified
an ecologically Romanian agroalimentary farmers’ market it comes close to impossible
product.
to purchase an ecologically certified product.
Under the circumstances, the respondents coming from families of low or medium income who
stateUnder the circumstances,
they purchase ecological the respondents coming
agroalimentary products, from
such families
productsof low
are or medium
placed under income who
peasant or
state they purchase ecological agroalimentary products, such products
farmers’ products due to the certain common determinants. Thus, data on peasants’/farmers’ are placed under peasant or
farmers’
productsproducts due to thenatural
(taste, freshness, certain product,
common peasant-like
determinants.look) Thus, data on peasants’/farmers’
strengthen a mental projection products
of the
(taste, freshness,
ecological product natural
and product,
have thepeasant-like
tendency oflook) strengthen
equalizing a mentalproduct
the peasant projection of the
with the ecological
ecological
product
product.and have
These the tendency
consumers haveoftheir
equalizing the peasantproduct
own “ecological” productatwith the ecological
the farmers’ market product.
for a veryThese
low
consumers have their own “ecological” product at the farmers’ market for a very
price and present a high degree of satisfaction. For a more detailed analysis, on can observe see Figure low price and present
a9,high
where degree of satisfaction.
the similarities and For a more detailed
dissimilarities analysis, through
are presented on can observe see Figure
a multivariable 9, where
analysis of the
the
similarities and dissimilarities are presented through a multivariable analysis
correlations among the following categories of data: family monthly income, what is an ecological of the correlations among
the following categories
agroalimentary productofasdata: family monthly
understood income, whatgender,
by the respondents, is an ecological agroalimentary
and frequency of purchase. product
as understood
Thus, in by thethe respondents,
quadrature gender,right)
2 (upper and frequency
there are of purchase.
strong correlations between the medium
Thus, in the quadrature 2 (upper right) there are strong
incomes and the understanding of an ecological product as a countryside correlations between the medium
product. incomes
Concurrently, in
and the understanding
quadrature 3 (lower right)of an there
ecological product as a between
are correlations countryside the product.
low andConcurrently,
very low incomes in quadrature
and the
3understanding
(lower right) there of theareecological
correlations between
product as athe low and product.
traditional very low incomes and the understanding of
the ecological product as a traditional product.
The quadrature 1 (top left) and 4 (bottom left) is analyzed later (see Figure 10). For the time
being,The wequadrature
considered 1 (top left) and 4to(bottom
it interesting merge aleft)
fewisofanalyzed
the age later (see Figure
categories 10). For the
and meanings oftime being,
ecological,
we considered it interesting to merge a few of the age categories and meanings
which were produced at the level of the respondents’ mental projections. Thus, we obtained a simple of ecological, which were
produced
correlation atamong
the level of the
three agerespondents’
categories and mental
three projections. Thus, we
unified concepts forobtained
the meaning a simple
of ancorrelation
ecological
among
product. three age categories and three unified concepts for the meaning of an ecological product.
Figure
Figure10.10. Plot
Plot with
with multivariable
multivariable correlations
correlations depending
depending on
on the
the monthly
monthly income
income of
of the
the family,
family,what
what
isis an ecological agroalimentary product as understood by the respondents, gender, and frequency
an ecological agroalimentary product as understood by the respondents, gender, and frequency of
of purchase.
purchase.
Along
Alongthese
theselines,
lines, through
throughconceptual
conceptualunification,
unification,weweobtained
obtainedthree
threecategories
categoriesfor
forthe
themeaning
meaning
of an ecological agroalimentary product (see Figure 11):
of an ecological agroalimentary product (see Figure 11):
• Ecological product (ecologically certified product, bio product, and organic product);
• Local and traditional product (local product, traditional product, countryside product);
• Ecological product (ecologically certified product, bio product, and organic product);
•
• Local and traditional
Non-artificial product
intervention (local(non-GM
product product,product,
traditional product, countryside
food-additives-free product);
product, chemical-free
• Non-artificial intervention product (non-GM product, food-additives-free product, chemical-
product).
free product).
Figure
Figure 11.
11. Mental
Mental projections
projections of
of the
the ecological
ecological concept
concept depending on age
depending on age categories.
categories.
Respondents from the category of ecological product count on an educated answer based on
certain data
data which
whichtheytheyexplicitly
explicitlyprocess
processatat thethe interpretative
interpretative andand decision-making
decision-making level.
level. They They
are are
the
the most
most rational,
rational, displaying
displaying rather
rather sensible
sensible reactions
reactions in decisional
in the the decisional process.
process.
The other two types of categories belong to groups that offer emotional answers most likely
derived from the tacit knowledge.
Thus, the most important group was represented by that of the respondents who selected an
ecological concept as one comprised by the meaning of non-artificial intervention. This group had a
ponderosity at all age categories. Which leads us to the
high ponderosity the conclusion
conclusion that the artificial
artificial intervention
in alimentary products is one one of of the
the major
major fears
fears governing
governing the the contemporary
contemporary person. person. This seems
directly related to his/her concern towards towards health
health when purchasing
purchasing food.food. Furthermore, in the case of
respondents,the
these respondents, theecological
ecologicalagroalimentary
agroalimentaryproduct product comprised
comprised thethe symbolic
symbolic system
system givengiven
by theby
the concept
concept of natural
of natural andand a return
a return to nature.
to nature.
In the case of the last group, the one that places the ecological product in the area of local and
traditional product, there is a possible historical explanation. Most Most ofof them
them were were over
over 26
26 years
years old,
old,
ranging between
between25 25and
and40.
40.Those
Thosewho whowerewereoveroverforty,
forty, were around 11 years old back in
were around 11 years old back in 1989—the fall 1989—the
fallthe
of of communist
the communist regime—and
regime—and theythey
tooktook
part part emotionally
emotionally in a historical
in a historical eventevent
from from that period,
that period, thus,
thus, maximizing
maximizing the possibility
the possibility of theirofmemories
their memories
(from that (from that being
period) period)
passedbeingonpassed
to thoseonbelonging
to those
belonging
to the age to the age
group group
ranging ranging26between
between and 40 26 andold
years 40 (most
years old (most
likely likely represented
represented by their
by their children).
children).
To widen the Toperspective
widen the over
perspective overwe
that period, that period,
should we should
explain explain
a few things a few
first. Beforethings
1989,first.
thereBefore
were
1989,tothere
few almostwere few to almost
no alimentary no alimentary
products in urban products
shops. The in regime
urban shops.
wouldThe regime
export almost would export
everything
almost
that waseverything
produced that was produced
in Romania to pay thein Romania
external to payofthe
debt theexternal
Socialistdebt of theof
Republic Socialist
Romania. Republic
Thereby, of
aRomania. Thereby, a emerged:
mass phenomenon mass phenomenon
the urbanemerged:
inhabitantthe wasurban
forcedinhabitant was from
to seek food forced to seek
his/her food from
countryside
his/her countryside relatives, friends or acquaintances. In other words, in
relatives, friends or acquaintances. In other words, in Romania, short food supply chains emerged Romania, short food supply
chains
and emergedas
developed and developed
a necessity forasthe
a necessity
urban dwellerfor theduring
urban thedweller during the
Communist Communist
period. One had period.
to be
One hadand
creative to find
be creative
solutions and find solutions
to procure to procure
the necessary food. the
Thenecessary
peasant orfood.ruralThe peasantregistered
household or rural
household
some registered
production some production
surpluses and could still surpluses
help and and could
feed thatstill
parthelp and
of the feed that
family which part of the family
migrated to an
which area.
urban migrated
Evento an this
now, urban area. Even has
phenomenon now, notthis phenomenon
completely vanishedhas innot completely
Romania. vanished
Further, in
it is the
Romania. Further,
foundation it is the foundation
of development of development
for small producers who deliverfor small producers
directly who deliver
to their clients directly
from urban areasto
their clients from urban areas
(innovative short food supply chains). (innovative short food supply chains).
These hypotheses are strengthened by the data displayed in Figure 12. In this figure, an almost
perfect overlap between the options of those ranging between 26 and 40 and those between 40 and
65 years old can be seen.
These hypotheses are strengthened by the data displayed in Figure 12. In this figure, an almost
perfect overlap between the options of those ranging between 26 and 40 and those between 40 and 65
years old can
Sustainability be11,
2019, seen.
x FOR PEER REVIEW 14 of 22
Figure
Figure 12.12.The
Thedistribution of similarities
distribution and and
of similarities dissimilarities in thein
dissimilarities answers depending
the answers on age, children
depending on age,
in
children in care, reason behind purchasing ecological agroalimentary products, and of
care, reason behind purchasing ecological agroalimentary products, and the meaning theanmeaning
ecological
of
agroalimentary product.
an ecological agroalimentary product.
At the same
At the sameininFigure
Figure12,12, it also
it is is also visible
visible thatthat the products
the products purchased
purchased depending
depending onaspect
on taste, taste,
aspect
or smellorhave
smell have similarities
similarities (in terms (inofterms of answers)
answers) with the with themeaning
peasant peasant meaning of theofconcept
of the concept of
ecological
ecological product. At the same time, the ecological, bio, or eco product was most frequently
product. At the same time, the ecological, bio, or eco product was most frequently associated with associated
with the label
the label or brand
or brand as signs
as signs of recognition.
of recognition. Then,
Then, whatwhat
was was
it initthis
in this interpretative
interpretative corridor
corridor of
of the
the respondents?
respondents?
Firstly,
Firstly, according
according toto Figure
Figure 13,13, the
the label
label was
was the
the most
most important
important criterion
criterion of
of purchase
purchase for
for those
those
who had a medium and high degree of trust in ecological agroalimentary
who had a medium and high degree of trust in ecological agroalimentary products. products.
Figure 13. The distribution of answers depending on place and the most important criterion of
purchase.
Figure 13.
Figure 13.The
Thedistribution
distribution of answers
of answers depending
depending on and
on place place
theand the
most most important
important criterion
criterion of of
purchase.
purchase.
Where the respondents buy most frequently can be seen in Figure 14.
Figure 14. The distribution of answers depending on place and the most important criterion of purchase.
Figure 14. The distribution of answers depending on place and the most important criterion of
Thus, the supermarket appears once again as an important purchase place of ecological
purchase.
agroalimentary products.
Figure 14. The The quantitative
distribution data can be
of answers depending onseen
placeinand
Figure
the 15.
most important criterion of
purchase.
agroalimentary products. The quantitative data can be seen in Figure 15.
agroalimentary products. The quantitative data can be seen in Figure 15.
Figure 15.
Figure 15. The
The distribution
distribution of
of answers
answers depending
depending on
on the
the purchase frequency of
purchase frequency of ecological
ecological
agroalimentary products
agroalimentary products and
and place
place of
of purchase.
purchase.
3.2. Supermarket
3.2. Supermarket
Having as a starting starting point
point thethe conclusions
conclusions presented above, we cannot but wonder why
supermarkets are are such
such aa primary
primary locale
locale forfor buying
buying ecological
ecological agroalimentary
agroalimentaryproducts.products.
The food supermarket
supermarket appeared after the fall of Communism
Communism and led to the
the almost
almost complete
complete
extinction
extinction of of the neighborhood
neighborhood food food shop
shop (also
(also known
known as as alimentary
alimentary shops). shops). Thus, as it emerged after
the
the fall
fallofofthethe
Communist
Communist system and and
system was built
was by the by
built great
theEuropean retail companies,
great European any Romanian
retail companies, any
supermarket closely resembles closely the Western European
Romanian supermarket closely resembles closely the Western European supermarket. supermarket.
The
The significant
significantdifferences
differences reside
reside only in the
only localization
in the localizationof the ofsupermarket
the supermarket in thein
Romanian urban
the Romanian
space. The lack of certain Romanian regulations aligned with the intelligent
urban space. The lack of certain Romanian regulations aligned with the intelligent development of development of the urban
environment has allowedhas
the urban environment theallowed
placement theofplacement
supermarkets in areas of maximum
of supermarkets in areas urban concentration,
of maximum urban
simulating
concentration, the behavior
simulating of the
theagroalimentary
behavior of the markets. Thus, the Romanian
agroalimentary markets. supermarket, with few
Thus, the Romanian
exceptions,
supermarket, is awith
neighborhood shop located
few exceptions, on consumers’
is a neighborhood shopreturn
located routes from work or
on consumers’ in theroutes
return immediate
from
vicinity
work orof inthe
theretired
immediate population.
vicinity Similar to Western
of the retired Europe,Similar
population. it serves to all purposes
Western of purchase
Europe, it servesandall
it is appealing due to the low prices. Financially speaking, the supermarket
purposes of purchase and it is appealing due to the low prices. Financially speaking, the supermarket is everybody’s market.
The consumer can
is everybody’s find everything
market. The consumer he/shecanrequires for current
find everything emergencies.
he/she requires for current emergencies.
Additionally,
Additionally,every everysupermarket
supermarket network
network builds its shops
builds after aafter
its shops standard pattern which
a standard patternprovides
which
key landmarks to the consumer in what concerns the product
provides key landmarks to the consumer in what concerns the product sectors and purchase sectors and purchase decisions. In every
supermarket
decisions. In the everyRomanian
supermarketconsumer will be able
the Romanian to identify
consumer willthebeproduct he/she needs,
able to identify startinghe/she
the product from
the
needs,shop pattern
starting located
from in his/her
the shop pattern proximity.
located in Ifhis/her
one wanders
proximity. If one awanders
through shop ofthrough
a retail anetwork,
shop of
a retail
he/ network,
she will be parthe/ofshe will be part
a formative of a formative
workshop workshop
which enables which
him/ her enables him/way
to find their her in
to any
findother
their
way in
shop ofany
the other
same shopretail of the same
network. retail
This network.
is due to theThis is due
fact that thetosupermarket
the fact that (astheitsupermarket (as it is
is already common
already common
knowledge) knowledge)
is organized is organized
according according model
to the successful to the successful model of thelanes,
of the old commercial old commercial
or in other
lanes, or
words, in other to
according words, according
the model to the model
of commercial of commercial
streets populated bystreets merchantpopulated
shops and by merchant
which hasshops
been
and which
used in thehas been used
European in the
urban European urban
concentration concentration
from Medieval timesfrom up to Medieval
the presenttimes up to the present
day.
day. In this context, inside the supermarket, there is, at least, an aisle (or a so-called lane) addressed to
In this context,
the ecological inside the products.
agroalimentary supermarket, thereflagged
Usually is, at least,
by aan aisle
light (or aorso-called
green lane)
olive color andaddressed
marked
to the
by ecological
panels on which agroalimentary
the words BIO products. Usually flagged
or ORGANIC by a light
often appear green letters
in capital or oliveaccompanied
color and marked by a
by panels onsymbol.
plant-based which the words BIO or ORGANIC often appear in capital letters accompanied by a
plant-based
The place symbol.
for ecological agroalimentary products is clearly defined in the geography of the
The placeIt for
supermarket. is notecological
invasive,agroalimentary
although it has aproducts
larger aisle is clearly
than others defined in the geography
accommodating of the
conventional
supermarket. It is not invasive, although it has a larger aisle than others accommodating conventional
products. It is place of the healthy guaranteed products, which are almost septic, expensive, and of
high-prestige value.
products. It is place of the healthy guaranteed products, which are almost septic, expensive, and of
high-prestige value.
The area ponderosity of the shelves accommodating ecological products in Romania is rather low
and it seems adjusted to marketing studies on Romanians’ consumption of certified products. This
area is surpassed by the area of shelves accommodating local products, for instance, as the Romanian
consumer seems to place more trust in the ecology of the local product than the ecology of the certified
product, as well as perhaps due to the fact that the presence of a clearly defined area for ecologically
certified products in the supermarket casts these products in an area equally artificial to the products
obtained through conventional methods.
On the other hand, after all, this is the place with the largest concentration of ecological alimentary
products in the consumer economy from Romania. Except for small shops addressed to the distribution
of ecologically certified products and the few buyers who have direct access on their commute from
home to work (and vice versa), the supermarket is the only place where the ecologically certified
product is well represented.
However, a lack of interest in advertising the ecologically certified products is quite visible. For
instance, in 2018 one of the top networks of supermarkets in Romania reconsidered its entire brand.
Therefore, the shops were redone and went from representation based on a blending of red and white
and a high-tech configuration of the shelves to a presentation focused on hues of gray and brown
(with highlights of white and red) and a shelf configuration based on wood or wood-like materials (at
least, in the section of fruit and vegetables). Apparently, they did not invest anything in boosting the
ecological products they sell. Yet, they chose to highlight the localization and traditional aspect of
the products instead of visibly supporting the ecologically certified products. To some extent, they
have sensed that tradition and local circumstances are the very ideologies on which the Romanian
consumers take their purchase decisions and employed them to their advantage.
On another note, the supermarket is a distributor of high demands in what concerns the volume
of goods which can be provided by the ecologically certified Romanian producers. In Romanian
supermarkets, there are certain ecologically certified products such as milk and other dairy products,
for instance. But, generally, the ecologically certified products are not of Romanian origin due to the fact
that, here, there are few ecologically certified producers who can cover the volume of goods required
by a supermarket. Hence, the supermarkets will most likely have ecologically certified products of
foreign origin which are regarded with some reservations by the Romanian consumer.
3.3. Symbolic Spaces of Negotiation in the Purchase Decision

As we have already noted, the most important places where the Romanian consumer negotiates
the qualification of the ecological alimentary product as the leading product of his/her purchase
decision are the agroalimentary farmers’ market and supermarket.
At the same time, the Romanian consumer does not consider his/her health and neither symbolically
integrates the ecological product in the area of certification. Then, which is his/her symbolic area of
ecological forming in the case of the agroalimentary product? As we can see in Figure 12, it has to do
with a mental area where the consumer represents the health of his/her family. It is projected into the
health horizon of the children they are looking after. In the Figure 12, the similarities lead to the idea
that everything is associated with the notion of health is rather present in the area of families with
children in care and appear especially in the age groups between 26 and 65 years old.
The concept of ecological agroalimentary products has become a symbolic system for validating
health. In various surveys, personal health remains a strong motivating factor for the purchase of
organic food [21]. For that precise reason, in Romania, the concept works based on data provided by
other concepts, such as traditional products, countryside products, bio or organic products.
Concurrently, under the umbrella of this concept, other types of products existing on the market
have taken shelter, products which barely share some specific data with the prime concept. Sometimes,
this phenomenon is harnessed by misleading marketing actions and contributes to the increment of
distrust in 2019,
Sustainability ecological agroalimentary
11, x FOR PEER REVIEW products. In Romania, the most notorious brands of ecological 18 of 22
agroalimentary products speculate this feature to a greater or lesser extent.
The Romanian consumer should not be considered in relation relation with
with the the consumer’s
consumer’s behavior
towards ecological
ecological products,
products, but
but in connection
connection toto the symbolic constitution
constitution of the food product in the
social space of the ecological coordinates.
coordinates.
The ecological alimentary product should be rather developed and advertised on the market
through an education of the ecological
ecological data
data than
than through
through an
an ecological
ecological regulation.
regulation.
Certification does not represent the fast way but promoting a product containing the same data
with
with aacertified
certifiedproduct
product is indeed a fasta way.
is indeed fast The
way.short
The chains
short of supply,
chains of local
supply,products,
local and traditional
products, and
products may constitute local markets where the ecology of the product is a success
traditional products may constitute local markets where the ecology of the product is a success rulerule on the market
and notmarket
on the a governmental
and not a regulatory
governmental system, with nosystem,
regulatory extra costs,
with among
no extraothers.
costs, among others.
3.4. The Conceptual

3.4. The Conceptual Sphere
Sphere of
of the
the Projection
Projection of
of the
the Ecological
Ecological Agroalimentary
Agroalimentary Product
Product
To
To configure
configurethe theconceptual
conceptualsphere
sphereofofthe projection
the projectionof of
thethe
ecological product,
agroalimentary we
product,
have firstfirst
we have translated thethe
translated answers depending
answers depending onon
three
threeseries
seriesofoftwo
twoexclusive
exclusiveand
andexhaustive
exhaustive values
values
each:
each:
•• Choice
Choice mainly
mainly sensorially
sensorially determined
determined versus
versus choice
choice mainly
mainly rationally
rationally determined;
determined;
•• Certified
Certified product
product versus
versus non-certified
non-certified product;
product;
•• Product
Product obtained
obtained through
through the
the short
short chains
chains of
of supply
supply versus
versus product
product obtained
obtained through
through the
the
conventional
conventional chains
chains of
of supply.
supply.
Visually,
Visually, the
the following
followinginterpretation
interpretationwas
wasobtained
obtained(Figure
(Figure16).
16).
Figure 16.
Figure 16. The
The 3D distribution of
3D distribution answers on
of answers on the
the following
following axes:
axes: empirical–rational
empirical–rational decision
decision of
of
purchase, the
purchase, the meaning
meaning assignment
assignment or
or non-assignment
non-assignment of of certified
certified product
product (for
(for the
the ecological
ecological product),
product),
and understanding
and understanding of
of the
the ecological
ecological product
product as
as being
being distributed
distributed or or not
not via
via the
the short
short chains
chains of
of supply.
supply.
Here ininFigure 16,16,

Figure it can
it be
cannoticed that the
be noticed answers
that had the tendency
the answers had the to approachtotheapproach
tendency convergence
the
area betweenarea
convergence certified
betweenproduct and product
certified product and
obtained
productthrough the through
obtained purchasethe
decision which
purchase was
decision
mainly rationally
which was mainlydetermined.
rationally However,
determined.the However,
conceptual thesphere expandedsphere
conceptual to the expanded
convergenceto area
the
between non-certified product and product obtained through the purchase decision which
convergence area between non-certified product and product obtained through the purchase decision was mainly
sensorially
which was determined.
mainly sensorially determined.
To
To complete
complete the
the image
image obtained,
obtained, we
we chose
chose the
the following
following three
threepoles:
poles:
•• X: the
theaxis
axisof of
sensorial andand
sensorial rational choicechoice
rational (depending on the most
(depending on theimportant criterion of
most important purchase);
criterion of
• Y: the axis
purchase); of the certified or non-certified nature of the alimentary product (depending on the
• meaning ofof
Y: the axis ecological agroalimentary
the certified product
or non-certified according
nature to the respondents’
of the alimentary product understanding);
(depending on the
meaning of ecological agroalimentary product according to the respondents’ understanding);
• Z: the axis of distribution on short or medium chain (depending on the answers provided for
the question related to the purchase place).
• Z: the axis of distribution on short or medium chain (depending on the answers provided for the
question related
Sustainability 2019, to PEER
11, x FOR the purchase
REVIEW place). 19 of 22
The answers “other” or “I do not know” were eliminated and also the answers left at the values of
The answers “other” or “I do not know” were eliminated and also the answers left at the values
the poles previously mentioned were reduced. See Figure 17.
of the poles previously mentioned were reduced. See Figure 17.
Figure 17.
Figure 17. The
The 3D
3D distribution
distribution(on
(onthe
thepoles
polesx,x,y,y,and
andz)z)
ofof the
the decisions
decisions depending
depending onon
thethe sensorial
sensorial or
or rational nature, short or long chains of distribution, and on the ecological certification of
rational nature, short or long chains of distribution, and on the ecological certification of the product. the
product.
Out of the 1324 answers used, the symbolization tendencies of the ecological agroalimentary
Outwere
product of the
the1324 answers used, the symbolization tendencies of the ecological agroalimentary
following:
product were the following:
• The widest distributions of the decisions were located in the area of a product distributed through
• The widest
short distributions
chains of of thecase
supply, in which decisions were located
the certification was noin longer
the area of ainto
taken product distributed
account;
• through
At short
the same chains
time, theof supply, in which
distribution of the case the certification
decisions was no
(almost equally longer
wide) takenin
located into
theaccount;
area of
• At the same time, the distribution of the decisions (almost equally
rational choice and decisions based on certification cannot be ignored. wide) located in the area of
rational choice and decisions based on certification cannot be ignored.
These were the main competing phenomena located at the level of purchase decision.
These were the main competing phenomena located at the level of purchase decision.
At the same time, according to Figure 18, the empirical decision was associated with the lack of
At the same time, according to Figure 18, the empirical decision was associated with the lack of
motivation to empower certification with a higher filter in the purchase process. Moreover, the rational
motivation to empower certification with a higher filter in the purchase process. Moreover, the
purchase decision was more commonly associated with the filtering process of purchase depending on
rational purchase decision was more commonly associated with the filtering process of purchase
the certification of the product.
depending on the certification of the product.
Figure 18.
Figure 18. The
The representation of empirical
representation of and rational
empirical and rational decisions
decisions along
along with
with the
the presence
presence of
of ecological
ecological
certification on
certification on the
the short
short and
and long
long chains
chains of
of supply.
supply.
4. Conclusions
4. Conclusions
The
The results
results obtained
obtained from from this
this research
research could
could very
very well
well become
become pillars
pillars forfor the
the fundamentals
fundamentals of of
decision
decision making
makingby bypublic
publicand andgovernment
governmentauthorities
authoritiesconcerning
concerning research
research financing
financing in in
thethe
domain
domain of
consumer
of consumer behavior.
behavior. Concurrently,
Concurrently, these results
these could
results also become
could also becomemilestones for entrepreneurs
milestones for entrepreneurs from
Romanian
from Romanian ecological agriculture;
ecological they canthey
agriculture; make candecisions on production,
make decisions branding, and
on production, marketing
branding, and
matters to best meet consumers’ options and preferences.
marketing matters to best meet consumers’ options and preferences.
Symbolically
Symbolically speaking,
speaking, we we noticed
noticed thatthat Romanian
Romanian consumers
consumers display
display critical
critical behavior
behavior in in what
what
concerns
concerns purchase
purchase decisions.
decisions. His His or
or her
her choice
choice is is strongly
strongly determined
determined by by life
life experience,
experience, where
where not not
only culture and level of knowledge matter, but also the trials of history
only culture and level of knowledge matter, but also the trials of history to which he/she has been to which he/she has been
subjected.
subjected. For Forinstance,
instance, although
althoughthe Romanian
the Romanian consumer is afraid is
consumer of chemical
afraid oforchemical
genetic interventions
or genetic
of a visible nature,
interventions he/shenature,
of a visible relies quite
he/she heavily
relies on senses
quite when
heavily onchoosing
senses when a product
choosing which he/she which
a product labels
as
he/she labels as ecological through a personal critical process. Here, we have a void of authorityand
ecological through a personal critical process. Here, we have a void of authority on labeling on
ecological
labeling and certification. Personal history
ecological certification. is thehistory
Personal most relevant
is the mostcontext where
relevant the purchase
context where the decision
purchase is
being constituted and made. The Romanian consumer is more of a critical
decision is being constituted and made. The Romanian consumer is more of a critical actor driven by actor driven by his/her own
personal
his/her own beliefs, who often
personal feels
beliefs, who tricked
often and
feelswho would
tricked andrather build arather
who would personalbuild model of ecological
a personal model
nature in what
of ecological concerns
nature the alimentary
in what concerns the product.
alimentary product.
Thus,
Thus, thetheecological
ecological value, on the
value, onwhole, functions
the whole, more in the
functions contact
more in and
the symbolic
contact contamination
and symbolic
area. At the level of purchase decision, the ecological agroalimentary
contamination area. At the level of purchase decision, the ecological agroalimentary product is a projectionproduct
determinedis a
by the knowledge
projection determined level,by culture, tradition, and
the knowledge level,emotional landscapeand
culture, tradition, of the consumer.
emotional The ecological
landscape of the
agroalimentary
consumer. Theproduct ecological enlists into a broad symbolic
agroalimentary productsphereenlistswhich
into surpasses the semiotic
a broad symbolic mark which
sphere of the
ecologically
surpasses the certified
semiotic product.
markFor ofbuyers, the ecological
the ecologically agroalimentary
certified product.product has an the
For buyers, extraecological
meaning
compared to its legislative delimitation. Therefore, the ecological value,
agroalimentary product has an extra meaning compared to its legislative delimitation. Therefore, theat the level of social mentality,
functions
ecologicalmorevalue, likeatathe conceptual
level of filter
socialwith both emotional
mentality, functionsand rational
more like adata than a technical
conceptual concept
filter with both
used for identifying
emotional and rational certified products.
data than a technical concept used for identifying certified products.
In
In Romania,
Romania, the the ecologically
ecologically certified
certified product
product doesdoes notnot endorse
endorse the the purchase
purchase decision.
decision. On On thethe
contrary,
contrary, the Romanian consumer builds a social projection of the idea of ecological product, which
the Romanian consumer builds a social projection of the idea of ecological product, which
he/she
he/she raises
raisesin inhis/her
his/hercomfort
comfortzone.
zone.We Wecould
couldsay saythat
thatthe
theecological
agroalimentary product,
product, as as
it is
it
represented by the Romanian consumer, enters that zone of social phenomena
is represented by the Romanian consumer, enters that zone of social phenomena clearly explained by clearly explained by the
theorem
the theoremof Thomas
of Thomas [22]:[22]:
“If men define
“If men situations
define as real,
situations theythey
as real, are real in their
are real consequences.”
in their consequences.”
Author Contributions: Conceptualization, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Data curation, A.B., C.D.V.,
S.R., I.-S.B., L.T. and M.B.; Formal analysis, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Investigation, A.B., C.D.V.,
S.R., I.-S.B., L.T. and M.B.; Methodology, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Validation, A.B., C.D.V., S.R.,
I.-S.B., L.T. and M.B.; Writing—original draft, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Writing—review and
Author Contributions: Conceptualization, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Data curation, A.B., C.D.V.,
S.R., I.-S.B., L.T. and M.B.; Formal analysis, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Investigation, A.B., C.D.V., S.R.,
I.-S.B., L.T. and M.B.; Methodology, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Validation, A.B., C.D.V., S.R., I.-S.B.,
L.T. and M.B.; Writing—original draft, A.B., C.D.V., S.R., I.-S.B., L.T. and M.B.; Writing—review and editing, A.B.,
C.D.V., S.R., I.-S.B., L.T. and M.B. All authors made equal contributions to this paper, and they are therefore all
considered first authors.
Funding: This work was supported by a grant of the Ministry of Research and Innovation through Program
1-Development of the National R&D System, Subprogram 1.2-Institutional Performance-Projects for Excellence
Financing in RDI, Contract no. 22PFE/2018 and Program NUCLEU 25N-104/2019.
Acknowledgments: We would like to thank our good friend and colleague, George Bodi, for all the assistance
with the instrument of statistical analysis (R Programming) and for all the advice given while writing this paper.
Thanks to Sonia Bulei for the English translation We would like to thank our reviewers for the suggestions which
led to improving this material.
Conflicts of Interest: The authors declare no conflict of interest.
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sustainability

Keywords: ecological agroalimentary products; consumer; purchase decision; agroalimentary market;

Sustainability 2019, 11, 4897; doi:10.3390/su11184897 www.mdpi.com/journal/sustainability

Discursive Coordinates of the Ecological Agriculture

Figure 3. Respondents’ distribution depending on family income.

Level of Family Budget

Sustainability 2019, 11, x FOR PEER REVIEW 7 of 22

2.4. Methodology: Starting Points

2.5. The Purchase Decision

3. Results and Discussion

Figure 6. The distribution of purchase frequency depending on the purchase location.

peasant products of high

In the agroalimentary farmers’ market in Romania, producers of ecologically certified products

3.3. Symbolic Spaces of Negotiation in the Purchase Decision

3.4. The Conceptual

Here ininFigure 16,16,

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