Study:Half of Romanians do not trust ecological labels 

 Half of Romanians no longer trust ecological labels, suspecting that many of them are just marketing strategies, reveals the "Ethical Consumer in Romania 2025" study, published on last Wednesday.According to the quoted source, "greenwashing", the excessive use of the terms "natural" and "bio" and the lack of clear regulations have amplified this mistrust. In this context, consumers want more transparency from brands and retailers, putting pressure on companies to demonstrate the authenticity of their products, according to the MKOR study.Despite skepticism, interest in sustainability is growing, the survey shows. 43% of consumers consider the ecological impact of products when they buy, a percentage increase compared to previous years. However, this interest is not always reflected in purchasing choices due to the high price of eco products. More than half of Romanians (53%) say that they cannot afford to buy ethical products, which turns sustainability into an inaccessible luxury for many.At the same time, 38% of Romanians say that they do not know exactly what an authentic eco certification means, which indicates both a lack of information and an increased need for clarity on the part of brands. In the absence of transparent criteria, consumers are more prone to believe that the terms "natural" and "organic" are misused to justify higher prices."Consumers no longer accept vague promises about sustainability. They want clear evidence, access to detailed information and transparent standards. Brands that do not provide this clarity risk losing the public's trust and being perceived as opportunists. For sustainable products to be truly appreciated, they must be accompanied by real transparency, not just attractive labels," says Cori Cimpoca, the founder MKOR.Although interest in a responsible lifestyle is growing, sustainability is not yet a main purchase criterion for most Romanians. Only 43% of consumers take into account the ecological impact of products, and this percentage, although increasing by 5% compared to the previous year, remains below the threshold at which it could determine a real change in the industry.The factors that prevent a higher degree of adoption remain the increased prices, the perceived quality and the availability of the products, which shows that, for many Romanians, sustainability remains a secondary concern when it comes to their own budget.Also, 29% of respondents say that the low availability of eco products in stores prevents them from buying them more often. Sustainable products are perceived as harder to find, and in some cases, the difference between conventional and "eco" products is not clearly communicated, which makes the choice difficult for consumers.In this context, companies that want to attract more responsible consumers must place a greater emphasis on education, transparency and accessibility.The MKOR Ethical Consumer in Romania in 2025 study was conducted on a thousand respondents, aged between 18 and 55. Characteristics of the sample: nationally representative by gender, age and geographic distribution. Research method: opinion survey (CAWI).