Artikel
Vegetables consumers' profile in the context of digitalization: Evidence from Romania
The objectives of the European Green Deal are closely related to digitalization as a key factor in achieving them. Accordingly, this study aims at analysing the differences among the profiles of consumers from Romania regarding the method of payment used in online purchasing of fresh vegetables from local producers. Using Multiple Correspondence Analysis and Logistic Regression, main results showed similarity in consumers' profiles using debit card and bank transfer, where individuals with ages between 19-49, with an income in the household equal to at least 6,000 RON (1,213 EUR), having at least a Master's Degree and a high frequency of buying products online, are mostly included while, in the case of cash payment, the following characteristics were observed: age between 50-64, income between 3,000-4,499 RON (606-909 EUR), mainly Bachelor's Degree, and a low frequency of buying products online. Our results revealed that local vegetable producers should be prepared to adapt themselves to digitalization. People seem to be open to it and, for responding to such digital needs, the farmers must get out their comfort zone and become aware that this adaptation becomes a mandatory requirement on the actual market.
- Language
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Englisch
- Bibliographic citation
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Journal: Amfiteatru Economic Journal ; ISSN: 2247-9104 ; Volume: 24 ; Year: 2022 ; Issue: 59 ; Pages: 128-142
- Classification
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Wirtschaft
Microeconomic Behavior: Underlying Principles
Consumer Economics: Empirical Analysis
Industrialization; Manufacturing and Service Industries; Choice of Technology
Agricultural Markets and Marketing; Cooperatives; Agribusiness
- Subject
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digitalization
local vegetable producers
consumers' profile
on-line purchase
method of payment
short supply chains
Romania
- Event
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Geistige Schöpfung
- (who)
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Tanasă, Lucian
Ulman, Simona-Roxana
Cautisanu, Cristina
Brumă, Ioan Sebastian
Juravle, Daniel
- Event
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Veröffentlichung
- (who)
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The Bucharest University of Economic Studies
- (where)
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Bucharest
- (when)
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2022
- DOI
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doi:10.24818/EA/2022/59/128
- Handle
- Last update
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10.03.2025, 11:43 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Tanasă, Lucian
- Ulman, Simona-Roxana
- Cautisanu, Cristina
- Brumă, Ioan Sebastian
- Juravle, Daniel
- The Bucharest University of Economic Studies
Time of origin
- 2022
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