Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 24 ISSUE 2
Written by Mioara MIHĂILĂ, Ciprian Ionel ALECU, Andy Felix JITĂREANU

The human needs and the consumer behaviour are in a permanent transformation and having more sustainable and healthy food becomes a priority. The consumer behaviour follows the trends of the population needs. Eco-food consumption is increasing, as a result of agricultural, nutritional and food production policies. The producers in the eco-food branch should focus on quality that meets the consumers’ demands. This study is focused on eco-food products analysis from the new consumption behaviour and sustainability point of view. The main purpose is to analyse the attributes perceived by consumers and their interest related to viability and sustainability of the eco-food, in association with expected benefits. The methods used for research are the market survey and focus group, alongside the incursion in the literature related to eco-food consumption behaviour. The research area is delimited on Iași County population, only for the eco-food products consumers. The results indicate a growing interest for the eco-food consumption, especially among middle-aged people, interested in better quality of life, personal and family health, and a sustainable new lifestyle.

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