The Transition from Natural/Traditional Goods to Organic Products in an Emerging Market

Enhancing Consumer Experience through Development of Implicit Attitudes Using Food Delivery Applications

In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using mobile applications for food supply. Data were collected from 610 people—users of applications for food delivery in urban areas—in the spring of 2021, using a quantitative type of research in the form of a field survey based on questionnaire completion; for the model validation, we used confirmatory factor analysis. The online questionnaire link was sent out in April 2021, followed by the consumers’ completion of the questionnaire in the same month. The proposed theoretical model highlights the influence of variables that are specific for technology acceptance models on the perceived utility and development of implicit attitudes based on it, as well as the habits of using the application. The results of the research validate the proposed model, showing that attitudes in the form of an implicit-type attitudes developed in time are influencing habits and aid the development of a certain usage behavior depicted by a consumption experience that has specific content. Our paper contributes to a better understanding of the consumer experience development process within the context of technology acceptance in the field of food delivery services, emphasizing the importance of satisfying hedonic motivations as an integral part of the compensatory mechanisms determined by the effects of the pandemic.

Is "Wild" a Food Quality Attribute? Heavy Metal Content in Wild and Cultivated Sea Buckthorn and Consumers' Risk Perception

Globally, the consumption of herbal supplements is on an upward trend. As the food supplement industry thrives, so does the need for consumers’ awareness of health risks. This contribution is grounded on two assumptions. Firstly, not always “wild” is a food quality attribute, and secondly, the food chain is judged as a noteworthy route for human exposure to soil contamination. Sea buckthorn (SBT) was selected for investigation due to its versatility. In addition to its wide therapeutic uses, it is present in ecological rehabilitation which may raise concerns regarding its safety for human consumption as a consequence of the accumulation of contaminants in the plant. The study aims to discover if the objective contamination of SBT with toxic residues is congruent with people’s subjective evaluation of SBT consumption risk. A quantitative determination of heavy metals was performed by atomic absorption spectrometry. The metals abundance followed the sequence Fe > Cu > Zn > Mn > Cr > Ni > Pb > Cd. Quantitative data on consumers’ subjective risk evaluations were collected through an online survey on 408 Romanians. Binary logistic shows that the consumption of SBT is predicted by the perceived effect of SBT consumption on respondents’ health. The study confirms that the objective contamination of wild and cultivated SBT is in line with the perceived contamination risk. It is inferred that a joint effort of marketers, media, physicians, and pharmacists is needed to inform consumers about the risks and benefits of SBT consumption.

Editorial for the Special Issue “Green Marketing”

Up until quite recently, our contemporary society has faced various challenges and issues related to accelerated urbanization and industrialization, consumers, and organizations’ rather limited range of possibilities to completely satisfy needs and wants regarding environmental pollution, the capacity of our planet to regenerate its used goods annually and ensuring that the living conditions of future generations are considered alongside those of the current generations [...]

Decision-Making Process Regarding the Use of Mobile Phones in Romania Taking into Consideration Sustainability and Circular Economy

Nowadays, the use of smartphones has become essential for daily activities that have either a personal or professional purpose. A large number of resources is necessary for both the production and the use of these devices, which means that solutions in terms of sustainability are needed. The purpose of this research is to highlight the concept of sustainability when talking about smartphones, as well to underline the possibilities that exist for the consumers. This study examines the habits of young consumers in Romania, the reasons behind a mobile phone replacement, and the factors that influence the purchase decision. The methodology section follows quantitative and qualitative market research. An analysis was performed in order to have a deep understanding of trends in terms of mobile phone ownership and preferred brands. This study also provides a general view on the neglectfulness of the young population of Romania regarding the dangers to which the environment is exposed because of the purchasing habits that go against sustainability. For accomplishing this purpose, important results have been discovered through the analysis of the data obtained from self-administered questionnaires and interviews. The results show that people are usually using only one mobile phone at a time and they change it once every two years for sustainability and financial reasons. The same applies when it comes to choosing a certain brand. The reasons behind the purchase of a new phone and the decisions regarding an old one are based on healthy principles of the circular economy and sustainability. The preferences in terms of technology and design, and the decision process are correlated with incomes.