Sustainability has become an increasingly important factor in Romanians' purchasing decisions.

The MKOR study, "The Ethical Consumer in Romania 2025," analyzes both consumption habits and barriers to adopting a responsible lifestyle.

A Growing Segment

The segment of ethical consumers continues to grow, while undecided consumers still represent a market with high potential.

43% of consumers have ethical concerns that encourage sustainability, with a higher presence among women, Millennials, Gen X, and parents with young children.

The Ethical Consumer in 2025 (CE2025) is based on the methodological approach of three previous MKOR studies: The Ethical Consumer in 2024, Ethical Consumer Behavior (2022), and Retail Trends on Ethical Consumers (2021).

We are witnessing a real shift in Romanian consumer behavior. Sustainability is no longer seen just as a trend but as a conscious choice. The 22% increase in eco-friendly food purchases shows that more Romanians are ready to act. However, for this segment to continue growing, brands must offer transparency, accessibility, and education. Those who understand these needs have a significant competitive advantage, and we already see brands launching communication campaigns focused exclusively on sustainability and corporate responsibility.

The Eco Generation: Who Are the Romanians Choosing Sustainability?

The ethical consumer chooses ecological products or those that reflect their values, such as fairness and solidarity. They avoid brands associated with unethical practices, such as child labor exploitation. In their daily lives, they reduce their environmental impact through recycling, minimizing food waste, and using alternatives to personal transportation.

The ethical consumer profile in Romania is predominantly female (63%), with nearly half of respondents being parents (47%). The average ethical consumer is 40 years old, has middle-income earnings (44%), and a high level of education, with over half holding higher education degrees (56%). The majority (75%) live in urban areas, where access to sustainable products is easier.

Romanian consumers are increasingly receptive to sustainable practices. Companies that adopt transparency and offer accessible solutions can gain their loyalty. By combining competitive pricing, education, and innovation in sustainable products, brands can capitalize on this growing trend.

More Romanians are becoming interested in a sustainable lifestyle and ethical product choices, indicating a rise in responsible consumption. However, a significant segment (53%) has not yet made a clear decision in this direction.

These undecided consumers are open to more sustainable alternatives but either lack sufficient information or are influenced by factors such as price and product availability. For brands, this segment presents a major opportunity for education and engagement through tailored offers.

What Do Sustainability-Conscious Romanians Put in Their Shopping Carts? Consumer Behaviors and Preferences

• 61% of ethical consumers purchase food products. This percentage has increased by 22%, showing a growing interest in responsibly sourced food.
• 36% buy household and home care products, seeking eco-friendly cleaning products, biodegradable cleaning solutions, and home care items that minimize environmental impact.
• 34% purchase cosmetics and personal care products made with natural ingredients and not tested on animals. This category has grown by 25%, reflecting a strong trend toward choosing personal care products that support both individual health and environmental protection.

Overall, ethical consumers are increasingly aware of the impact of their choices on the environment and their health. However, some sectors, such as fashion, are seeing slower change.

Ethical consumers pay more attention to their dietary choices and avoid impulsive decisions. More than half (55%) strive to balance healthy eating with small culinary pleasures—an increase of 18% from last year. However, only 13% consistently prioritize healthy and nutritious foods in their daily diet, indicating that this shift is still developing.

Meanwhile, 29% of consumers consider themselves food enthusiasts who eat for pleasure—an 18% increase from last year. At the same time, 14% state that they eat only out of necessity, without paying much attention to nutrition, a slightly increasing trend (+3%).

Ethical consumers tend to be more optimistic about their health compared to non-ethical consumers. Six out of ten ethical consumers consider their health to be excellent or nearly excellent, compared to only four out of ten non-ethical consumers.

The average perceived health score is 5.7 out of 7 for ethical consumers, an increase of 0.6 points compared to non-ethical consumers.

Ethical consumers choose to:

• Eat more fruits and vegetables – 40%
• Cook with fresh ingredients – 36% (+26% from last year)
• Reduce fat intake – 30% (+10% from last year)
• Eat nuts and seeds – 21%
• Consume less salt – 20%
• Eat fish and seafood – 19%
• Choose whole foods – 12%

These habits reflect the ethical consumers’ focus on a balanced diet rich in natural and nutrient-dense foods.

For ethical consumers adopting a balanced lifestyle, sustainability is a key factor in daily life:

• Reducing food waste is a common concern – 72% (+17%). A 36-year-old woman states: "I buy products closer to their expiration date."
• Actively recycling (75%), especially due to the Deposit-Return System implemented in November 2023. This highlights behavioral change potential when barriers are reduced and adequate incentives are provided.
• Reusing plastic and glass containers for household purposes.
• Avoiding plastic packaging (17%, +16% from the previous year) and using fabric shopping bags (43%). Romanians are trying to move away from excessive plastic bag use, especially now that they have collection bags for bottles instead, thanks to the return system. :-)

Only One in Two Romanians Trusts Eco Labels. How Does Skepticism Affect the Future of Sustainability? Barriers, Opportunities, and Trends

Although price remains a significant barrier to adopting sustainable consumption habits, its impact on purchasing decisions is decreasing.

This is partly due to the normalization of eco-product prices, making them more accessible as sustainable production gains traction. Additionally, the growing perceived value of eco-friendly products plays an important role.

Consumers are increasingly aware of the long-term benefits of these products, such as their lower environmental impact and contribution to better health, making the price difference easier to justify.

Even as more consumers show interest in eco-friendly products, skepticism toward eco labels remains an obstacle (38%). Many are unsure whether certifications are genuine or if they truly reflect a positive environmental impact (23%).

Instead of relying on labels, consumers are turning to sustainability messages communicated directly by brands. This signals that transparency and clear evidence of positive product impact are essential to building trust.

Companies that are transparent about their production processes and materials used have the opportunity to gain the loyalty of increasingly responsible consumers.

29% of respondents perceive a low availability of eco alternatives in stores. This suggests that retailers focus on introducing more affordable mainstream eco-friendly products rather than catering to more demanding ethical consumers.

These barriers translate into opportunities for brands:

• Investing in educational campaigns that highlight the benefits of choosing sustainable products.
• Promoting local food as both healthier and more environmentally friendly to encourage informed consumer choices.
• Creating an online platform for collaborative recipes, where users can share healthy and sustainable recipes, fostering a community of responsible consumers.
• Expanding zero-waste product lines, such as discounted "imperfect" fruits and vegetables to reduce food waste.
• Developing whole foods and healthy snacks to attract consumers looking to improve their diet.
• Replacing plastic packaging with biodegradable or recyclable materials.
• Reward programs for consumers choosing eco-friendly packaging to encourage responsible purchasing behavior.

28% of ethical consumers tend to buy from brands they know and trust.