Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers

The paper analyzes the Romanian consumer’s behavior concerning sustainable packaging through quantitative research among 268 consumers. The aim of the study is to determine the perception of the Romanian consumer regarding the role of eco-packaging in the formation of sustainable behavior. The research has as main objectives: assessing consumer preferences for the types of ecological packaging, knowing the reasons for purchasing green packaging, and the role of the information about eco-packaging in promoting sustainability. Most respondents are aware of the impact of packaging on the environment, the main reasons for purchasing are environmental protection, recycle and the feeling of being responsible. Packaging preferences include paper, glass and cardboard and, to a lesser extent, plastic and wood. The reasons why consumers are not willing to pay more for green packaging are the price of products correlated with the low consumer budget and the lack of information and these are the main barriers to adopting sustainable behavior.