Study: Financial challenges drive Romanians to seek sustainable solutions with direct economic benefits

Reveal Marketing Research, in collaboration with Alpha Bank, Aqua Carpatica, Kaufland Romania, PPC Romania, RetuRO, and Unilever, conducted the third annual edition of the national barometer on the perceptions, attitudes, and behaviors of Romanians related to sustainability and how these have evolved during the 2022-2024 period.   2024: The year in which Romanians’ economic concerns coexist with sustainability efforts, and separate waste collection gains ground, partly due to the implementation of the Deposit Return System (DRS)   The results of the barometer conducted by Reveal Marketing Research show that the economic implications of sustainability are gaining increasing importance, receiving more attention than the ecological and social dimensions. Thus, in 2024, recycling is the first word that Romanians spontaneously associate with sustainability, at a rate of 20%, marking a significant increase compared to 2023 (12%) and 2022 (8%).   Regarding the main attributes Romanians associate with the idea of sustainability, we observe that the responsible use of resources remains at the top (25%), though with a significant decrease compared to last year (33%). Recycling is mentioned by 24% of respondents, marking a 6% increase over the past two years, while avoiding waste has seen a slight rise, reaching the same 24% in 2024.   “The study results highlight a significant shift in Romanians’ perception of sustainability, strongly influenced by current economic challenges. The increased interest in recycling, amplified by the implementation of the Deposit Return System, suggests a preference for solutions with direct economic impact, such as recycling and waste avoidance, over traditional environmental concerns. This evolution reflects a pragmatic adaptation to the economic context, where financial and efficiency aspects have become essential in sustainability strategies,” mentioned Marius Luican, CEO of Reveal Marketing Research.   The popularity of sustainable consumption behaviors that bring direct financial benefits is increasing Romanians believe that collective effort is the key to success in sustainability. They consider that, to effectively address sustainability issues, a concentrated effort is essential, involving changes in individual behavior (71%), shifts in corporate mindsets (69%), and proactive government action (65%).   When it comes to the frequency of sustainable behaviors among Romanians, the majority choose to separate recyclable waste and take it to dedicated containers (77%), marking a significant increase from 2023 (73%). Additionally, 73% of Romanians opt to use reusable bags, while 66% choose products with recyclable packaging, representing a 9% increase from the previous year (57%).   Green/bio products continue to be aspirational, but Romanians are less likely to describe them as healthy (66% vs. 70% in 2023), environmentally friendly (62% vs. 69% in 2023), or better than standard products (56% vs. 61% in 2023). Additionally, the proportion of those who believe that the prices of eco-friendly products are affordable has also decreased (35% vs. 38% in 2023).   Romanians’ concerns about sustainability are not as strong in 2024, even though the reasons remain unchanged   In the view of Romanians, the main reasons for adopting a sustainable model at the societal level are environmental protection (41%), recent climate changes (40%), waste reduction (35%), and diminishing available resources (32%). Although the top motivations remain the same as in 2023, there is a general decrease in interest, with all motivations showing significant declines of up to 13%.   Regarding the barriers to adopting sustainable practices, the most frequently mentioned are the high costs of sustainable products (51%), distrust in sustainable products and services (49%), lack of interest in sustainability (42%), and habit of the current lifestyle (41%).   About the ways in which companies and organizations can meet the expectations of Romanians and support eco-friendly initiatives   7 out of 10 respondents believe that adopting a sustainable lifestyle is important today, having a direct impact on quality of life, while 76% stated that in the past year, they have consumed or used sustainable products, particularly food (67%) and clothing or footwear (35%).   Regarding the different categories of products and services, Romanians believe that most sustainable initiatives can be found in sectors such as energy (38%), food and beverages (37%), and retail (26%).   In the future, Romanians want organizations and companies to support eco-friendly initiatives, primarily by developing and launching sustainable products (37%), adopting greener technologies and processes (36%), and organizing awareness and environmental education campaigns (35%). Compared to 2023, these expectations have been expressed to a significantly lesser extent.   In the context of promoting sustainable products that could influence Romanians’ purchasing decisions, the most important factors are labels indicating the origin of products (67%), those certifying the region or country of origin (66%), and those confirming that products have been manufactured in a safe and ethical environment (65%). *** About Reveal Marketing Research Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.   Reveal Market Resources, study no. 168: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.   Methodology: The Reveal Marketing Research study was conducted online between August 15-20, 2024, on a nationally representative sample, applied online to individuals aged 18+ from urban and large rural areas. The sample size was 1007 respondents, and the maximum sampling error is +/- 3.1% at a 95% confidence level.