The Eco Conscious Citizen

Description

This syndicated study explores how sustainability attitudes and behaviors evolve in Romania compared to global markets, in a context marked by financial pressure and uncertainty. By combining stress tracking with international benchmarks, the study highlights a key paradox: despite higher economic pressure, Romanian consumers show strong engagement with eco-conscious behaviors and willingness to act.

What the study covers:

• The tension between high financial stress and strong pro-sustainability attitudes
• Romania’s positioning vs. global markets: closer to emerging economies than Western Europe in eco-engagement
• The belief that sustainability is a shared responsibility between individuals, companies, and institutions
• The gap between declared attitudes and everyday behaviors in adopting sustainable practices
• Willingness to pay more for eco-friendly products, even in a constrained economic context
• The role of social influence in spreading sustainable behaviors (peer-to-peer encouragement)

Study Methodology & Sample Specifications

Methodology: Consumer Stress Score tracking (Romania) + international comparative study across 7 markets
Sample: Romania: ~500 respondents/wave (18–65); International: ~250 respondents/country
Fieldwork: 2025