Important brand values for ethical consumers in Romania 2023
Approximately 38 percent of Romanians identified themselves as ethical consumers in 2023, as four out of 10 customers paid attention if a brand offered health and wellness benefits, which was 1.9 times more appreciated by women than the average non-consumer. Meanwhile, a third of ethical consumers considered it important that a brand encourages local producers, 50 percent more common among people with higher education and high incomes.
