ROMANIAN’S CONSUMER BEHAVIOR TOWARD HERBAL INFUSIONS

Abstract

This research focuses on highlighting the Romanian consumer’s behavior towards herbal infusions. A country with a culture that focuses on using different herbal infusions almost daily, both for medical beliefs and recreational, offers the perfect opportunity to improve the whole food industry by creating new sustainable products. Some herbal infusions and teas, such as Green tea, Black tea, are commonly known as functional foods, meaning they have proven to lower the probability of developing some diseases, and overall they have a beneficial effect on the general health. In this context, it was essential to establish the key factors influencing consumer behavior. The study was conducted through a structured online survey distributed via social media platforms and other telecommunications apps. The research gathered 385 responses, of which 349 were used for further statistical analysis as they answered affirmatively to the question, “Do you consume herbal infusions or teas?”. Different statistical methods were applied, including Spearman correlation, chi-square tests, and multiple linear regression. Results showed that the primary motivators for choosing a specific type of infusion were comfort and medicinal benefits. Also, the cultural influence in the rural area highlighted a preference towards artisanal ways of obtaining the infusions. These findings highlight the opportunity to improve sustainable food systems by valorizing by-products such as grape marc into functional infusion products aligned with sustainable practices.