The main objective of the current study was to conduct an investigation at the national level in order to identify types of consumers depending on their perception of food waste. To do this, an online survey was carried out on a sample of 2541 respondents. Using a K-means clustering model, three clusters of consumers were identified. Cluster 1, “Careless”, consumers who dispose of food and food waste carelessly, are people who come from rural areas or small cities and have a rather low level of education. They do not have much information on the subject of food waste and do not seem to consider it “a problem”. Cluster 2, “Precautious”, composed of responsible people who do not throw away food, are well-informed and consider that all actors in the agri-food chain have a share in the food waste problem. Those who belong to cluster 3, “Ignorant”, are mostly from urban areas and have a high level of education. They were not raised to prevent food waste and therefore lack such habits as adults. They have a fair awareness of this subject, but they do not consider themselves responsible for food waste. The results obtained indicate the need to continue the awareness and education campaigns initiated at governmental and civil society level.

The importance of studying the aspects related to the sustainable food consumption behaviour of students lies in the fact that, at this age, they begin to develop certain consumption patterns that will have long-term effects. The study aimed to identify the type of eating behaviour—sustainable vs. unsustainable—and the socio-demographic factors that influence it, among students in Romania, Bulgaria, and Moldova. The research method was a survey based on a questionnaire administered to a sample of 2378 subjects in the 2017–2018 period. The ANOVA test and simple linear regression were used to identify the correlation between the various variables analysed. The results indicate both positive aspects, which characterise a sustainable diet—high consumption of fruits and vegetables, and negative—the adoption of a mixed diet, which will have a long-term impact on the environment. Age is a good predictor of unhealthy eating habits among students, as this behaviour leads to weight gain. Gender, number of household members, rural/urban and country residence are also influencing factors for food consumption behaviour. Eating while standing and having the last meal of the day after 23:00 are practices that also have negative consequences for health. Conducting campaigns to educate students on the adoption of sustainable food consumption is necessary for all three countries to empower them to choose a healthy lifestyle.

Purpose: The present paper explores Generation Z university students' clusters based on the consumption of daily fruits and vegetables in an emerging market economy, indicating young people's reasons to adopt a healthy diet.Design/methodology/approach: Using cluster theory, the authors analyse Generation Z university students who consume fresh fruits and vegetables, highlighting aspects of a healthy diet, in compliance with the WHO recommendations and challenges.Findings: Data collected from over 459 Generation Z university students point out the possibility of typologizing them into nine clusters: three consuming fresh fruit and six consuming fresh vegetables. Most cluster members are aware of the value of regular fresh fruit and vegetable consumption in order to maintain health and overall well-being, but the authors also identified a cluster called “urban, but sick humanists at the beginning of their professional careers”, for whom a healthy diet based on fruits and vegetables is not a priority.Research limitations/implications: Although this research only refers to consumers in the emergent economy Romania, it also allows the delimitation of specific categories which can be utilized by sector stakeholders, in order to identify issues addressed by each cluster member and to find the most appropriate solutions for encouraging/promoting a healthy diet.Social implications: The paper also raises awareness of the importance of fruit and vegetable consumption in other emerging economies, given the advancement of processed food and reduction of time available to cook healthy dishes.Originality/value: The results contribute to extending studies conducted on emerging markets concerning fruit and vegetable consumption among Generation Z university students, highlighting the importance of a healthy diet, and the proper targeting of these consumer clusters by fresh fruit and vegetable producers and distributors.

Romanian beekeeping faces a lot of challenges nowadays due to the problems related to climate change, the use of pesticides in agriculture, but also to the pandemic crisis. In this context, organic beekeeping represents an important alternative to traditional apicultural practices. The purpose of the study was to present the current situation of organic beekeeping in Romania, but also to identify some aspects related to sustainability. The research methodology was based on secondary and primary data. An online survey was conducted in 2020 on a sample of 433 Romanian beekeepers. The main findings showed that the majority of participants were aware of organic principles and were familiar with the concept of sustainability in beekeeping. However, only a small percentage of beekeepers were certified in the organic system. The evaluation of the concept of sustainability showed that the most important factor for the surveyed beekeepers was the environmental aspect, followed by the economic and social components. The pandemic crisis has negatively impacted the beekeepers’ activities due to travel restrictions and the limited access to the apiaries. If, in economic terms, they were affected by the sales drop in the first months of the crisis, there were also some positive effects such as the increase in demand for health-related products.

The trend towards health and environmental protection has led to an increase in the consumption of medicinal and aromatic plant (MAP) products. The market for MAP products is influenced by consumer behaviour and therefore the aim of this study was to identify consumer segments that use MAP products for phytotherapeutic, cosmetic and personal care purposes according to their perceptions, attitudes and consumption habits and possible correlations between consumption of MAP products and interest in a healthy lifestyle and sustainable behaviour. Data collection was performed by administering a questionnaire to Cluj-Napoca residents. The final sample consisted of two groups of MAP consumers: the first with 231 respondents who use these products for phytotherapeutic purposes, the second group—with 297 respondents who use them as cosmetic and personal care products. The collected data were statistically analysed using the k-means clustering model, resulting in two distinct clusters in both consumer groups: cluster 1, the “Curious”, and Cluster 2, the “Knowledgeable”. For the consumers of the second cluster, consumption was positively correlated with healthcare and environmental protection, while they exhibited a growing interest in environmentally certified MAP products. The results obtained contribute to a better understanding of the MAP products consumption behaviour while tackling the practical implications for stakeholders in the pharmaceutical and cosmetics industry through the development and innovation of products tailored to consumer needs.

Research on food loss and waste (FLW) is quite limited in emerging countries, such as Romania, as the phenomenon, its consequences, and implications are not yet properly understood by both policy makers and consumers. Therefore, the aim of this paper is to conduct representative research in Romania to identify the main clusters of consumers depending on their food waste behaviour. By means of cluster analysis, we highlight the main consumer typologies in Romania, regarding their food waste behaviour. The main findings reveal the presence of three distinct segments of consumer typologies based on their food waste behaviour, including low-income young wasters, conscious middle-age wasters, and well-educated mature non-wasters. This study highlights the need for targeted interventions that consider the unique characteristics and behaviours of each segment to effectively reduce FLW at the household level. Overall, this paper provides important insights for academia and for policymakers in the field of FLW management. The food loss and waste behaviour has significant economic, social, and environmental impacts, and reducing it requires a common effort from all stakeholders. Reducing food waste presents challenges, but also presents an opportunity to improve economic, social, and environmental outcomes.