Half of Romanians no longer trust ecological labels, suspecting that many of them are just marketing strategies, reveals the study “The Ethical Consumer in Romania 2025”, published on Wednesday.

According to the cited source, “greenwashing”, the excessive use of the terms “natural” and “organic” and the lack of clear regulations have amplified this distrust. In this context, consumers want more transparency from brands and retailers, putting pressure on companies to demonstrate the authenticity of their products, the study conducted by MKOR shows, according to Agerpres.

Despite skepticism, interest in sustainability is growing, the survey shows. 43% of consumers take the ecological impact of products into account when buying, an increasing percentage compared to previous years. However, this interest is not always reflected in purchasing choices due to the high price of eco-friendly products. More than half of Romanians (53%) say they cannot afford to buy ethical products, making sustainability an unaffordable luxury for many.

At the same time, 38% of Romanians say they do not know exactly what a genuine eco-certification means, which indicates both a lack of information and an increased need for clarity from brands. In the absence of transparent criteria, consumers are more likely to believe that the terms “natural” and “organic” are misused to justify higher prices.

“Consumers no longer accept vague promises about sustainability. They want clear evidence, access to detailed information and transparent standards. Brands that do not provide this clarity risk losing public trust and being perceived as opportunists. For sustainable products to be truly appreciated, they must be accompanied by real transparency, not just attractive labels,” says Cori Cimpoca, founder of MKOR.

Although interest in a responsible lifestyle is growing, sustainability is not yet a primary purchasing criterion for most Romanians. Only 43% of consumers consider the environmental impact of products, and this percentage, although up 5% from the previous year, remains below the threshold at which it could drive real change in the industry.

The factors that prevent a higher degree of adoption remain high prices, perceived quality and product availability, which shows that, for many Romanians, sustainability remains a secondary concern when it comes to their budget.

Also, 29% of respondents say that the low availability of eco-friendly products in stores prevents them from buying them more often. Sustainable products are perceived as harder to find, and in some cases, the difference between conventional and “eco” products is not clearly communicated, making the choice difficult for consumers.

In this context, companies that want to attract more responsible consumers must place greater emphasis on education, transparency, and accessibility.