Consumer responsibility in the context of transition to green economy in Romania

Ana Serbanescu, Florina Puie (Răzvanță), Alexandra Cristina Dinu, Adina Anca Triandafil


This paper presents a quantitative research with two main directions: (1) to determine the strength of a possible association between the consumers’ expectations from the companies and their willingness to be actively involved in the transition to green economy and (2) to establish the degree to which the level of education influences the expectations of the consumer regarding green technologies when deciding to buy from a company.

It was confirmed that although there is a significant level of awareness regarding the impact of companies on the environment, it is not transposed proportionally in the awareness of the consumers of their own responsibility in the transition process towards a green economy.

Given the obtained results, the Romanian consumer, although aware of the importance of protecting the environment, is not convinced of his own responsibility in this process, being rather inclined to believe that it is rather an obligation of companies to ensure a transition towards a green economy than their own.


green economy, green consumers, impact on environment, responsibility, education level


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