THE PROFILE OF THE ORGANIC FOOD CONSUMER IN ROMANIA: A REVIEW

This paper reports on the latest contributions of research on organic food consumers in Romania. In order to summarize and systematize the information gained in the last years, it was advisable to make a short literature review on this topic. Subsequently, using only the contributions that investigate the Romanian market, an analysis was performed to synthesize the observed results. Based on the information collected, the consumer profile was defined according to the demographic, socioeconomic, psychographic and behavioral characteristics. In this regard, it was noted that the specialists' concern was especially to research the demographic and behavioral characteristics. Following this analysis, the Romanian consumer is between the ages of 35-45, is a woman rather than a man, with an above-average income and with higher education. He has an active life, he tries to strike a balance between family and professional life, and he takes care of his health. In general, he buys basic products, wholemeal or less processed, usually from hypermarkets/supermarkets and specialized stores. The article ends with highlighting the gaps noted in the research up to this moment and with proposals for future research on this topic