Romanian Consumers’ Behaviour Toward Herbal Infusions

Abstract

This study aims to highlight the Romanian consumer’s behaviour toward herbal infusions. A country with a culture that uses different herbal infusions almost daily, both for medical benefits and recreation, offers the perfect opportunity to improve the food industry by creating new sustainable products. Some herbal infusions and teas, such as green tea and black tea, are commonly known as functional foods, meaning they have proven to lower the probability of developing certain diseases and have an overall beneficial effect on general health. In this context, it is essential to establish the key factors influencing consumer behaviour. The methodology consisted of conducting a structured online survey distributed via social media platforms and other telecommunications apps. The research gathered 385 responses, of which 349 are used for statistical analysis as they answered affirmatively to the question, “Do you consume herbal infusions or teas?” A series of different statistical methods is employed, including the Spearman correlation, Chi-square tests, and multiple linear regression. Results show that the primary motivators for choosing a specific type of infusion are comfort and, as expected, medicinal benefits. The cultural influence of rural areas is presented as a preference for more artisanal methods when it comes to infusions. In conclusion, these findings highlight the opportunity to improve sustainable food systems by valorising by-products such as grape marc into functional infusion products aligned with sustainable practices.