The particularities of the behavior and motivation of the consumer of ecological products in the Republic of Moldova

Journal of Social Sciences Vol. VIII, no. 2 (2025), pp. 118 - 136 Fascicle Social Science ISSN 2587-3490 Topic Sociology eISSN 2587-3504 Journal of Social Sciences June, 2025, Vol. 8 https://doi.org/10.52326/jss.utm.2025.8(2).10 UDC 366.1.001.5:338.439(478) THE PARTICULARITIES OF THE BEHAVIOR AND MOTIVATION OF THE CONSUMER OF ECOLOGICAL PRODUCTS IN THE REPUBLIC OF MOLDOVA Sergiu Mîrza, ORCID: 0000-0003-4180-733X, Lilia Chiriac *, ORCID: 0000-0002-4249-6871 Technical University of Moldova, 168 Stefan cel Mare Blvd., Chisinau, Republic of Moldova * Corresponding author: Lilia Chiriac, [email protected] Received: 04.25.2025 Accepted: 06.03.2025 Abstract. The integration of the concept of sustainable development into the market economy is closely linked to a clear understanding of the motivations underlying the ecological behavior of consumers. The hypothesis of the study was that consumers in the Republic of Moldova are increasingly motivated to purchase ecological products, and their consumption behavior is influenced by factors such as awareness of health benefits, concern for environmental protection, income level, etc. The purpose of the study was to analyze the behavior and motivation of consumers of ecological products in the Republic of Moldova. To achieve this goal, the following tasks have been proposed: developing a questionnaire, conducting a survey and collecting data, analyzing the information obtained and formulating relevant conclusions. The methods used for the research consisted of studying domestic and foreign literature sources in the field, using the systemic approach method to study market phenomena and conducting a survey. Research results showed that in the current context, characterized by growing concerns about sustainability, climate change and the negative impact of industry on the environment, the behavior of consumers of organic products in the Republic of Moldova is becoming a topic of major interest, and the motivation for purchasing these products is constantly evolving. The initial hypothesis has largely come true. The analysis of the behavior and motivation of consumers in the Republic of Moldova showed that the orientation towards organic products is determined by factors such as awareness of health benefits, concern for environmental protection and social influences. Keywords: sustainable development, ecological behavior, consumer motivation, ecological products, ecological consumption. Rezumat. Integrarea conceptului de dezvoltare durabilă în economia de piață este strâns legată de o înțelegere clară a motivațiilor care stau la baza comportamentului ecologic al consumatorilor. Ipoteza studiului a fost că consumatorii din Republica Moldova sunt tot mai motivați să achiziționeze produse ecologice, iar comportamentul lor de consum este influențat de factori precum conștientizarea beneficiilor pentru sănătate, preocuparea pentru protecția mediului, nivelul veniturilor, etc. Studiul a avut drept scop analiza comportamentului și motivației consumatorului de produse ecologice din Republica Moldova. Pentru a atinge acest scop s-au propus următoarele sarcini: elaborarea unui chestionar, realizarea unui sondaj și colectarea datelor, analiza informațiilor obținute și formularea concluziilor relevante. S. Mîrza, L. Chiriac 119 Journal of Social Sciences June, 2025, Vol. 8 Metodele utilizate pentru cercetare au constat în studierea surselor de literatură autohtonă și de peste hotare în domeniu, folosirea metodei abordării sistemice de studiere a fenomenelor de piață și realizarea unui sondaj. Rezultatele cercetării au demonstrat că în contextul actual, caracterizat de preocupări tot mai mari privind sustenabilitatea, schimbările climatice și impactul negativ al industriei asupra mediului, comportamentul consumatorilor de produse ecologice din Republica Moldova devine un subiect de interes major, iar motivația pentru achiziționarea acestor produse evoluează constant. Ipoteza stabilită inițial s-a adeverit în mare parte. Analiza comportamentului și motivației consumatorilor din Republica Moldova a arătat că orientarea către produsele ecologice este determinată de factori precum conștientizarea beneficiilor pentru sănătate, preocuparea pentru protecția mediului și influențele sociale. Cuvinte cheie: dezvoltare durabilă, comportament ecologic, motivarea consumatorilor, produse ecologice, consum ecologic 1. Introduction The implementation of the concept of sustainable development in a market economy cannot take place without a clear understanding of the motivation for consumers' environmentally friendly behavior. This information is essential both for identifying environmentally friendly products with a high potential for market acceptance and for developing effective strategies to influence consumer choices in favor of environmentally friendly options. One of the main objectives of companies producing environmentally friendly goods is to analyze the behavior and motivation for the consumption of these products. Through this assessment, they can understand the essential factors that determine environmentally friendly consumption and integrate them into the development of the product range. In addition to the individual level of enterprises, the analysis of the behavior and motivation for environmentally friendly consumption on a national scale is equally important. The results of such studies can be used to guide consumption towards more sustainable practices that are beneficial to society. Consumer choices have a significant impact on the environment, both directly and indirectly. Direct influence includes aspects such as: increased emissions caused by consumption, changes in water, soil and air quality, waste generation and impact on the landscape. On the other hand, the indirect influence is even more extensive, because any product or service involves a chain of actions – from production, transport and storage, to sale and use – all of which have an effect on the environment [1]. To make environmentally responsible choices, the consumer must be informed about environmental issues, be aware of the impact of their choices on the environment, take into account the ecological effects of consumption when purchasing products and evaluate the ecological compatibility of products and choose sustainable options. Stopping environmental degradation depends on the eco-responsible behavior of consumers, which requires an adequate level of motivation and ecological culture. 2. Materials and Methods Sources of domestic and foreign literature are used regarding the assessment of consumer behavior and motivation of ecological products and the method of systemic approach to studying market phenomena is used. 120 The particularities of the behavior and motivation of the consumer of ecological products in… Journal of Social Sciences June, 2025, Vol. 8 A questionnaire was developed to understand how consumers from the Republic of Moldova perceive the importance of ecological aspects in the process of making purchasing decisions [2]. The research was conducted within the Department of Economic Theory and Marketing of the Technical University of Moldova. Research period 01.07.2024-01.11.2024. The size of the researched sample is formed by 171 respondents with the following geographical-demographic characteristics: - by age: under 18 years old – 1.7%, from 18 to 24 years old – 69.8%, from 25 to 34 years old – 5.8%, from 35 to 44 years old – 5.2%, from 45 to 54 years old – 11.6%, from 55 to 64 years old – 1.2% and over 65 years old – 4.7%; - by gender: men – 27.3% and women – 72.7%; - by type of locality of residence: rural – 30.2% and urban – 69.8%; - by region of locality of residence: north - 18%, center – 76.2% and south – 5.8%. 3. Survey results The study conducted on the subject mentioned in the title of the article is based on a survey of respondents from the Republic of Moldova who were asked to answer several questions related to their behavior and motivation for choosing organic products for their own consumption. With reference to the structure of the researched sample, it is identified that it is dominated by people with advanced formal education (university and postgraduate) located in all three geographical regions (north, center and south) of Moldova, as well as in urban and rural environments in sizes proportional to the population. The majority of respondents have incomes below 10000 MDL, and a significant percentage (36.8%) earns below 3000 MDL. The higher categories (10001-15000 and over 15000 MDL) constitute approximately 34.5% of the total, indicating a segment of the population with higher incomes. The data suggest a polarization of incomes, with a relatively balanced distribution between low and medium to high incomes. The survey results for the thematic questions are presented as follows. One of these questions is related to the awareness of the importance of environmental issues for each respondent and is presented in Figure 1. Figure 1. Respondents' answers to the question "How important are environmental issues to you?" 39,20% 50,30% 8,20% 1,20% 1,20% Very important Important Neutral Less important Not at all important S. Mîrza, L. Chiriac 121 Journal of Social Sciences June, 2025, Vol. 8 The analysis of the data obtained on this topic informs us that the overwhelming majority (89.5%) of respondents consider environmental issues to be either very important or important, which underlines a high awareness of the importance of this topic. Only an extremely small proportion (1.3%) consider them to be less important or not at all important, which indicates an almost general consensus on the relevance of environmental issues. The low level of neutrality (8.2%) suggests that the majority of participants have a strong opinion on the topic. The next question chosen was related to the level of information of the respondents about environmental issues and sustainability, and the results of the answers being presented in Figure 2. Figure 2. Respondents' answers to the question "To what extent are you informed about environmental and sustainability issues?" Figure 2 shows the level of information of the respondents on environmental and sustainability issues and it informs us that over 90% of the respondents have some level of information ranging from moderate to very informed, which reflects a general awareness of the subject. Figure 3. Respondents' answers to the question “Which of the following sources of information about environmental issues do you use?” 9,40% 46,80% 36,80% 5,80% 1,20% Very informed Informed Moderately informed A little informed Not at all informed 28 74 156 138 26 32 1 1 1 1 020 40 60 80 100 120 140 160 180 Printed media Television Internet Social media Books and publications Events and seminars Grandma, dad … Environment Research Number of respondents Respondents from 171 participants 122 The particularities of the behavior and motivation of the consumer of ecological products in… Journal of Social Sciences June, 2025, Vol. 8 However, only about 9% consider themselves very informed, which highlights the need to more actively promote education and information on environmental and sustainability issues. The dominant level of information is “informed” (46.8%), which indicates a significant interest in this area. The sources of information about environmental issues of the respondents presented in Figure 3 inform us that the dominance of the Internet and social media highlights the importance of digital platforms for disseminating information related to environmental issues. Traditional sources, such as print media and publications, are used less frequently, which may indicate a change in information behavior. Participation in events and seminars is reduced, highlighting a possible opportunity to stimulate active involvement by organizing more awareness-raising and educational activities. Figure 4. Respondents' answers to the question “How often do you consider environmental aspects when making purchasing decisions?” The data in Figure 4, which represents respondents’ responses to the question “How often do you consider environmental aspects when making purchasing decisions?”, informs us that the majority of respondents (46.2% + 33.3% = 79.5%) consider environmental aspects “often” or “sometimes”, which suggests a moderate concern for sustainability. Figure 5. Respondents' answers to the question “What types of organic products have you purchased in the last 6 months?” 9,90% 46,20% 33,30% 8,20% 2,30% Always Often Sometimes Rarely Never 98 76 76 35 99 1 020 40 60 80 100 120 Organic food Organic cleaning products Natural cosmetics Organic clothing Recycled paper products Don't know Number of respondents Respondents from 171 participants S. Mîrza, L. Chiriac 123 Journal of Social Sciences June, 2025, Vol. 8 However, there is a significant percentage (8.2% + 2.4% ≈ 10.6%) that does not attach importance to this aspect and only 9.9% of respondents demonstrate a strongly environmentally oriented purchasing behavior. Although there is a positive trend among consumers to consider environmental factors, only a small percentage is consistent in this behavior. This suggests that more education and awareness regarding the impact of consumer choices on the environment is needed. Analyzing the data in Figure 5, which represents the results of respondents’ responses to the question related to the types of organic products purchased in the last six months, we can observe the following trends and conclusions:  organic food is the most popular organic product purchased, with 57.3% of respondents choosing this option. This indicates an increased concern for health and healthy eating;  recycled paper products are in second place, with 57.9% of respondents. This suggests an increased awareness of the importance of recycling and the use of sustainable resources;  organic cleaning products and natural cosmetics are categories that were chosen by 44.4% of respondents. This shows a concern for using products that do not negatively affect the environment and are safer for health;  organic clothing is the least popular category, with only 20.5% of respondents. This may indicate that organic clothing is still a relatively new concept or less accessible to many consumers;  only 0.6% of respondents: chose this option don’t know, indicating a good awareness of organic products available on the market. Thus, the data shows a positive trend towards the consumption of organic products, with a preference for organic food and recycled paper products. There is also a significant concern for natural cleaning products and cosmetics, while organic clothing has a lower impact at the moment. Figure 6. Respondents' answers to the question “What are the main reasons why you choose to buy organic products?” Analyzing the data in Figure 6 with reference to the reasons for choosing organic products purchased, we can observe the following main reasons why people choose to buy organic products: 121 141 101 62 57 1 020 40 60 80 100 120 140 160 Environmental protection Personal and family health Product quality Supporting local producers Ethics and social responsibility Ensuring the development of sustainable agriculture Number of respondents Respondents from 171 participants 124 The particularities of the behavior and motivation of the consumer of ecological products in… Journal of Social Sciences June, 2025, Vol. 8 1. Personal and family health is the most frequently mentioned reason, with 82.5% of respondents. This highlights the importance that people attach to their health and that of their loved ones when choosing organic products. 2. Environmental protection is in second place, with 70.8% of respondents mentioning environmental protection as the main reason. This reflects an increased awareness of the impact on the environment and the desire to contribute to its preservation. 3. Product quality accounts for 59.1% of respondents who chose product quality as a reason. This suggests that organic products are perceived as being of higher quality. 4. Supporting local producers accounts for 36.3% of respondents who mentioned supporting local producers. This indicates a preference for the local economy and sustainability. 5. Ethics and social responsibility – 33.3% of respondents chose this reason, which shows a concern for ethical practices and social responsibility of companies. 6. Ensuring the development of sustainable agriculture accounts for only 0.6% of respondents who mentioned this reason, which suggests that this aspect is still little recognized or considered by consumers. In this context, we can mention that the main reasons why people choose to buy organic products are personal and family health, environmental protection and product quality. Supporting local producers and ethical and social responsibility considerations are also important, but to a lesser extent. Figure 7. Respondents' answers to the question “What factors discourage you the most from buying organic products?” Analyzing the data in Figure 7, which indicates the factors that most discourage the purchase of organic products, we obtained the following results:  high price is the most frequently mentioned factor, with 77.2% of respondents. This indicates that the higher cost of organic products is a significant barrier for many consumers.  low availability is in second place and 51.5% of respondents mentioned this factor as a deterrent. This suggests that organic products are not always easy to find in stores or on the market.  distrust in organic certifications was mentioned by 38.6% of respondents. This may indicate a lack of transparency or trust in organic labels and certifications. 132 88 56 66 36 020 40 60 80 100 120 140 High price Low availability Lack of information Distrust of organic certifications Personal preferences Number of respondents Respondents from 171 participants S. Mîrza, L. Chiriac 125 Journal of Social Sciences June, 2025, Vol. 8  about 32% of respondents mentioned lack of information as a deterrent. This shows that some consumers do not feel sufficiently informed about the benefits or characteristics of organic products. Approximately 21% of respondents chose personal preferences as a factor. This suggests that some consumers simply prefer other types of products for various personal reasons. Generalizing the given topic, we could mention that the main factors that discourage the purchase of organic products are high price, low availability and distrust in organic certifications. Lack of information and personal preferences are also relevant factors, but to a lesser extent. Analyzing the data in Figure 8, we can observe the following trends in terms of the influence of different sources on decisions to purchase organic products. Organic labels and certifications seem to have the greatest influence on purchasing decisions. Consumers are likely to attach great importance to these labels and certifications, as they provide a guarantee of the organic nature of the products. Family and friends also have a significant influence. Recommendations and opinions of those close to them play an important role in purchasing decisions. Social media has a moderate influence. Social platforms can be an important channel for promoting and informing about organic products. Mass media has a lower influence compared to other sources. This may indicate a decrease in the impact of traditional mass media in favor of digital channels. Advertisements seem to have the least influence on purchasing decisions. This may suggest that consumers are less influenced by direct advertising messages. Figure 8. Respondents' answers to the question “How much do the following sources influence your decisions to purchase organic products?” Thus, eco-labels and certifications, as well as recommendations from family and friends, are the most influential sources in purchasing decisions for organic products. Social media has a moderate influence, while mass media and advertising have a lower impact. Analyzing the data in Figure 9, we can observe the following trends in terms of consumers’ willingness to pay extra for organic products compared to conventional products. 24.6% of respondents are willing to pay up to 5% extra for an organic product. This indicates a moderate openness to additional costs for organic products. 9.4% of respondents are willing to pay between 6-10% extra and this suggests that a smaller part of consumers is willing to accept a more significant price increase. 8,8% of respondents are willing to pay between 1137 13 20 11 32 60 52 51 31 43 47 68 78 75 65 15 29 13 42 23 2 9 9 12 8 0 10 20 30 40 50 60 70 80 90 Family and friends Mass media (TV, radio, newspapers) Social media Advertising Eco-labels and certifications Number of respondents Very much A lot Moderate Little Not at all 126 The particularities of the behavior and motivation of the consumer of ecological products in… Journal of Social Sciences June, 2025, Vol. 8 20% extra which indicates an even lower willingness for significant additional costs. 54.4% of respondents are not willing to pay more than 20% extra for an organic product. Figure 9. Respondents' answers to the question “How much are you willing to pay extra for an organic product compared to a conventional product?” This result highlights that the majority of consumers consider a much higher price for organic products to be unjustified. A significant percentage of respondents (54.4%) are not willing to pay any extra for organic products. This may indicate a high price sensitivity and a preference for conventional products for financial reasons. Figure 10. Respondents' answers to the question “Do you intend to purchase more organic products in the future?” Analyzing the data in Figure 10, we can observe trends in consumer intention to purchase more organic products in the future. 22.2% of respondents responded that they intend to purchase more organic products in the future. This indicates that a minority, but significant, part of consumers is motivated to increase their consumption of organic products. 75.4% of respondents responded that they do not intend to purchase more organic products in the future. This suggests that the majority of consumers do not plan to change their purchasing behavior in favor of organic products. And a small percentage of respondents (2.4%) are unsure about their purchasing intentions in the future. This may indicate a lack of information or indecision related to the benefits or availability of organic products. 8,80% 54,40% 24,60% 9,40% 2,90% Not at all Up to 5% more 6-10% more 11-20% more More than 20% more 75,40% 2,30% 22,20% Yes No Not sure S. Mîrza, L. Chiriac 133 Journal of Social Sciences June, 2025, Vol. 8 and other benefits aimed at encouraging the consumption of ecological products. At the level of organizational culture, incentives are determined by the values, norms and traditions accepted by a community or organization. Standards of behavior, ethics, morality and aesthetic principles influence individual and collective choices. There are numerous examples in which polluting production has been banned or stopped due to the opposition of society, which does not recognize it as acceptable. At the legislative and administrative level, regulations imposed by authorities guide economic behavior towards more sustainable practices. Sanctioning systems, restrictions imposed by laws and punitive economic, administrative or even criminal measures contribute to the compliance of economic agents. Thus, many companies are determined to invest in waste treatment equipment and other ecological solutions to avoid sanctions and comply with the imposed norms. By combining these three levels of incentives, the consumption and production of green goods can be effectively supported and developed. In the process of stimulating the consumption of green products, four main categories of factors that need to be considered are distinguished, namely price, quality, convenience and availability [10]. Green products usually have a higher cost than conventional alternatives. Even environmentally conscious consumers may be reluctant to pay a premium price for sustainability. Demand for these products decreases as the price increases, especially if the difference exceeds 50% compared to a regular product (Figure 9). However, loyal or highincome consumers are willing to pay more for green products. Also, clear information about their benefits is essential to justify a higher price (Figure 8). Most consumers are less willing to compromise on quality than on price. An eco-friendly product must offer competitive features, such as high performance, attractive appearance, comfort or technical advantages, and these aspects must be communicated effectively (Figures 10 and 11). Eco-friendly products must be easy to use. Consumers accept only minor inconveniences, such as refilling reusable containers, but complicated actions can discourage purchase. Few consumers actively search for eco-friendly products. Their lack in frequented stores leads buyers to choose less environmentally friendly alternatives. Situational factors directly influence purchasing decisions and can cause an increase or decrease in the consumption of eco-friendly products. Among such factors, we could primarily mention environmental events and crises. Ecological disasters, excessive pollution or health-related problems can significantly increase the demand for eco-friendly products. For example, a water pollution crisis can stimulate sales of filters and purifiers. Another factor would be the context of the interaction between the consumer and the product, which is manifested in the fact that positive or negative experiences with an organic product can influence long-term consumption behavior. Merchandising strategies would also be a situational factor. Strategic placement of organic products in stores can significantly increase sales, since approximately 70% of purchasing decisions are made directly in the store [11,12]. Understanding consumer motivations and the factors that influence their purchasing decisions is essential for the development of the organic product market (Figure 12). By combining effective incentive strategies – at the consumer, producer and state levels – and by adapting to situational factors, responsible and sustainable consumption behavior can be encouraged (Figure 7). Thus, the perception of a product varies depending on the individual needs and expectations of consumers, which influences the way it is promoted and positioned on the market. 134 The particularities of the behavior and motivation of the consumer of ecological products in… Journal of Social Sciences June, 2025, Vol. 8 The consumer's final decision to purchase a product is influenced not only by its essential attributes, but also by other significant characteristics for him, such as prestige, current trends, durability or price. It is important to note that there are no products that fully satisfy all the components of an individual's motivation [13,14]. The most relevant motivational components are those that, at a given moment, have the greatest importance for the consumer. Depending on them, he may accept certain compromises or give up products that would satisfy other, less urgent needs. In addition, the motivational structure varies from one person to another, both in terms of the combination of motivational factors and their intensity. Moreover, even for the same individual, the influence of different motivational components can fluctuate over time. To steer demand towards environmentally responsible consumption, which is essential for sustainable economic development, it is necessary to analyze how environmental attributes are perceived by consumers in the decision-making process (Figure 13). Each product has multiple characteristics, some of which may be related to environmental protection [15,16]. 5. Conclusions Following the analysis of the behavior and motivation of the consumer of organic products in the Republic of Moldova, it was found that the trend towards organic products is influenced by factors such as awareness of health benefits, concern for the environment and social influences. At the same time, high price and limited accessibility remain the main obstacles to the adoption of this type of products on a large scale. The study also reveals that education and information campaigns play an essential role in strengthening consumer confidence in organic products. In order to stimulate consumption, more active involvement of producers, traders and authorities is necessary through support policies, reducing costs and increasing the availability of organic products on the market. Thus, the development of the organic sector in the Republic of Moldova depends on a joint effort, combining both consumer demand and government and private initiatives to make organic products more accessible and attractive. In order to encourage the adoption of organic products in the Republic of Moldova and overcome the identified barriers, a set of concrete actions is needed. These can be divided into several directions:  educating and raising awareness of consumers, which would involve organizing national information campaigns on the health and environmental benefits of organic products, integrating organic education in schools and promoting a sustainable lifestyle, as well as creating online and offline platforms where consumers can find out about local producers of organic products.  stimulating the production and accessibility of organic products by implementing support policies for local producers of organic products (subsidies, tax breaks, advantageous loans), developing an adequate infrastructure for the distribution of organic products (specialized markets, dedicated stores, eco sections in supermarkets) and creating cooperation networks between organic farmers to reduce production and distribution costs. S. Mîrza, L. Chiriac 135 Journal of Social Sciences June, 2025, Vol. 8  monitoring and controlling organic standards to prevent „greenwashing” (false labeling of products as organic) and introducing clear and informative labels on the packaging of organic products.  increasing financial accessibility such as stimulating the purchase of organic products through tax breaks, vouchers or subsidies for consumers, creating support programs for vulnerable groups so that they can also have access to organic products and supporting innovations in organic production to reduce costs and, implicitly, final prices for consumers. Widespread adoption of organic products in the Republic of Moldova requires an integrated approach, involving both consumers and producers, authorities and retailers. Through education, financial support, clear regulations and increasing the accessibility of organic products, a favorable environment for sustainable consumption can be developed. 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Ecomarketingul societăţilor comerciale. Tribuna Economică, Bucureşti, Romania, 1999, 256 p. 16. Sladkevich, V.P. Motivational management. MAUP, Kyiv, Ukraine, 2001, 168 p. [in Russian]. 136 The particularities of the behavior and motivation of the consumer of ecological products in… Journal of Social Sciences June, 2025, Vol. 8 Citation: Mîrza, S.; Chiriac, L. The particularities of the behavior and motivation of the consumer of ecological products in the Republic of Moldova. Journal of Social Sciences 2025, 8 (2), pp. 118-136. https://doi.org/10.52326/jss.utm.2025.8(2).010. Publisher’s Note: JSS stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. Copyright:© 2025 by the authors. Submitted for possible open access publication under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Submission of manuscripts: [email protected]