Article
Consumer Satisfaction towards Green Products: Empirical
Insights from Romania
Elena-Simina Lakatos
1
, Ligia-Maria Nan
1,2,
* , Laura Bacali
2
, George Ciobanu
3
, Andreea-Maria Ciobanu
3
and Lucian-Ionel Cioca
4,5
Citation: Lakatos, E.-S.; Nan, L.-M.;
Bacali, L.; Ciobanu, G.; Ciobanu,
A.-M.; Cioca, L.-I. Consumer
Satisfaction towards Green Products:
Empirical Insights from Romania.
Sustainability 2021, 13, 10982.
https://doi.org/10.3390/su131910982
Academic Editors: João Carlos de
Oliveira Matias, Paolo Renna and
Roberta Costa
Received: 19 August 2021
Accepted: 30 September 2021
Published: 3 October 2021
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1
Institute for Research in Circular Economy and Environment “Ernest Lupan”, 400689 Cluj-Napoca, Romania;
simina.lakatos@ircem.ro
2
Department of Management and Economic Engineering, Technical University of Cluj-Napoca,
400000 Cluj-Napoca, Romania; laura.bacali@mis.utcluj.ro
3
Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, Romania;
george.ciobanu@edu.ucv.ro (G.C.); andreea.ciobanu@edu.ucv.ro (A.-M.C.)
4
Department of Industrial Engineering and Management, Lucian Blaga University of Sibiu,
550024 Sibiu, Romania; lucian.cioca@ulbsibiu.ro
5
Academy of Romanian Scientists, 010071 Bucharest, Romania
* Correspondence: ligia.nan@ircem.ro
Abstract:
The current model of linear economy is causing accelerated consumption and an extensive
use of natural resources that accentuates the effects of the current global environmental crisis. In this
context, green products are becoming a key element in the transition to a sustainable consumption and
production model. The main goal of this paper is to identify the factors predicting youth consumer
satisfaction towards green products and to analyze the public perception of green brand products in
Romania. Considering these goals, a questionnaire was developed and applied to 268 participants.
The results show that a positive attitude towards green products and the level of information held
by the consumers about them are significant predictors of green product satisfaction. Moreover, the
importance of products being green significantly predicts the purchase of such products. Further
implications and research directions are discussed towards the end.
Keywords:
sustainable consumption; green products; green marketing; green perception; con-
sumer satisfaction
1. Introduction
The transition to a circular economy can be started and completed successfully only
by developing a new model of economic progress that goes beyond the classic linear
model of production and consumption. The linear model leads to accelerated consumption
and extensive use of natural resources which, in turn, leads to increased waste, environ-
mental pollution and accelerated climate change. Through these effects, the linear model
limits growth, depletes renewable resources and is negatively affecting human welfare
and ecosystems.
In addition, the impact of the linear model is exacerbated by current consumption
habits, characterized by high product replacement rates, even before their useful life cycle
is exhausted. Considering the last decades, satisfying the market demands has created a
heavy burden on the environment through overexploitation. Although there are various
ways to address these concerns, one safe and efficient way of switching to a circular model
of the economy is through the production and consumption of green products [1].
In this context, green products can play a key role in shifting towards a sustainable
model of production and consumption, but only if the general population is aware of the
benefits and the significantly reduced impact they have on natural resources. Many of
those concerned with the study of green consumption are interested in the underlying
consumer satisfaction gained from the shift towards green products. Thus, questions
Sustainability 2021, 13, 10982. https://doi.org/10.3390/su131910982 https://www.mdpi.com/journal/sustainability
