Transformations  in
Business & Economics

Analysis of Consumer Attitudes Regarding Environmental Issues: The Case Study of Romania
Nicolae Teodorescu, Călin Vegheş, Mihai Roşca

ABSTRACT. The modern environmental movement has begun in the late 1960s in the United States, which have become rapidly the world leader of the environmental reform, while the European interest for the ecological aspects and actions started to grow two decades later. This study shows where Romania stands now from this point of view. The objective of the research was to analyse of consumer perception on issues such as pollution and environmental care for the creation of useful value judgments for a better understanding and research of the economic and social implications related to the environment. These concerns are turned into the main element of segmentation in case of launching new green products on market. The important results are that just some people are interested in this problem, people consider themselves more environmentally-friendly than they actually are; and they are of the opinion that ordinary people can do little to reduce environmental degradation.

KEYWORDS: green marketing, environment, ecological behaviour, Romania.

JEL classification: M31, Q53, Q56, P2.