Emerging trends in food consumer behavior in Romania: A PLS-SEM approach

The agri-food market is in constant flux, influenced by economic, social, and technological factors, as well as recent challenges such as economic and health crises. In this context, consumer behavior adjusts dynamically under the influence of needs, desires, and environmental factors, aligning with market demands and conditions. The proposed research focuses on emerging trends in food consumer behavior in Romania, emphasizing the determinants of economic decision-making. To this end, data was collected through a questionnaire and processed using partial least squares structural equation modelling (PLS-SEM), revealing the role of key factors shaping consumer behavior. The study identified two major categories of influential factors in food consumption within the Romanian market: determining factors (age, gender, income, and education) and sensitive factors (consumer psychology and market characteristics). These factors contribute to the development of behaviors aimed at saving, responsible consumption, and a healthy lifestyle. Based on the research findings, the study proposes measures to support responsible consumption and facilitate decision-making processes, considering the shared interests of consumers and retailers in adapting to current market trends.