Reveal Marketing Research, in collaboration with Kaufland Romania and PRO TV, conducted the fourth annual edition of the National Barometer on Romanians’ perceptions and behaviors related to sustainability and how they evolved during the period 2022-2025.
• Sustainability is translated into terms of responsible use of resources (29%) and recycling (24%)
• Sustainability is personal: 72% of Romanians believe that their actions matter the most
• Romanians want sustainable products to bring them clear and immediate benefits, such as positive impact on health (80%) and efficiency in meeting needs (78%)
• BIO products continue to be aspirational for Romanians, who increasingly perceive them as beneficial for health (71% in 2025 compared to 66% in 2024), environmentally friendly (67% compared to 62% in 2024) and of superior quality (60% compared to 54% in 2024)
• Sustainable initiatives are most often associated with the energy sector (37%), food and beverage (37%) and retail (25%)
Responsible use of resources (29%) and recycling (24%) are the main characteristics associated with sustainability
According to the results of the Sustainability Barometer conducted annually by Reveal Marketing Research, in 2025 the ecological component of “protecting the environment” returns to the forefront, after in 2024 consumer perceptions focused more on recycling, amid the introduction of the Guarantee-Return System (SGR).
Thus, environmental protection is the first word that Romanians spontaneously associate with sustainability (20%), the percentage registering a significant increase compared to 2024 (14%) and similar to the percentages in 2022 (17%) and 2023 (22%).
Regarding the main attributes associated with sustainability, the responsible use of resources remains at the top of Romanians’ perceptions, being mentioned by 29% of respondents. Recycling also remains an important element in this definition, being indicated by 24% of participants, a percentage similar to that recorded in the previous year.
Sustainability is personal: 72% of Romanians believe that their actions matter the most
Sustainability is perceived primarily as an individual responsibility, 72% of Romanians believe that their own actions have the greatest impact in building a sustainable future. At the same time, they recognize the essential role of companies (68%) and governments (66%) in achieving sustainability goals.
Unlike last year, technological innovation is gaining increasing importance in this process, the percentage of those who consider it a key factor increasing from 47% to 64%.
In the view of Romanians, the main motivations for adopting a sustainable model at the societal level are protecting the environment (42%) and reducing waste (41%, up 6% compared to 2024).
The main barriers to adopting environmentally responsible practices and behaviors remain the high costs of sustainable products (47%) and consumer distrust of the sustainable nature of products and services (46%).
Romanians want sustainable products to bring them clear and immediate benefits, such as a positive impact on health (80%) and efficiency in meeting needs (78%)
Regarding the sustainable attributes of products, a significant change is observed in the priorities of Romanians in 2025, which place a much greater emphasis on the concrete and immediate benefits of products. Thus, the most important sustainable characteristics for them are that the product is beneficial for health (80%, compared to 56% in 2024) and that it is effective in meeting consumer needs (78%, compared to 36% in 2024).
Last year, attention was focused more on the local provenance of the product (77%, compared to 62% in 2025), and on the involvement of the manufacturing company in measures to reduce environmental impact (75%, compared to 59% in 2025).
Regarding the frequency of sustainable behaviors, most Romanians adopt habits such as separate collection of recyclable waste and storage in dedicated containers (76%), use of reusable bags (75%), and 65% choose products with recyclable packaging.
Organic products are becoming more aspirational for consumers, but price remains the main barrier to purchase
Organic products continue to be aspirational for Romanians, who increasingly perceive them as beneficial for health (71%, compared to 66% in 2024), environmentally friendly (67%, compared to 62% in 2024) and of higher quality (60%, compared to 54% in 2024). However, only a third of respondents (33%) consider the prices of these organic products to be affordable, a percentage similar to last year.
Over half of Romanians (53%) buy organic products at least once a week, especially young people from Generation Z (62%) and Single Adults (60%). The main motivations for choosing these products are health benefits (66%), safety for family and children (42%) and better taste (37%).
The eco-label, which can include terms such as recyclable, biodegradable or reusable, plays a decisive role in the purchasing process, being described as important or very important for 62% of respondents. At the same time, 89% believe that eco-friendly packaging improves the quality and sustainability of the product.
The top packaging considered the most sustainable is recycled paper (47%), recyclable plastic (46%) and glass (32%).
Most Romanians (55%) say that they care about the sustainability of products, but they also take into account the price. Thus, 41% would be willing to pay 1-10% more for a sustainable product, and 18% 11-20% more.
“Between 2022 and 2025, Romanians’ perceptions of sustainability have evolved significantly. If in 2022 sustainability was perceived more as an effect of global trends, in 2023 economic pressures made topics such as sustainability and recycling gain relevance, although many consumers remained skeptical about the effectiveness of the measures adopted. The year 2024 marked a significant increase in interest in recycling, boosted by the introduction of the Guarantee-Return System, but sustainability continued to be a secondary criterion in purchasing decisions. In 2025, Romanians increasingly want sustainable products to bring them direct and immediate benefits, such as a positive impact on health (80%) and efficiency in meeting needs (78%), which makes BIO products and packaging increasingly aspirational,” said Marius Luican, General Manager of Reveal Marketing Research.
Sustainable initiatives are most often associated with the energy sector (37%), food and beverages (37%) and retail (25%)
Only 10% of Romanians said they had recently heard of sustainability-related initiatives or measures. However, 73% say that in the last year they have consumed or used sustainable products, especially food (51%) and clothing or footwear (26%).
Regarding the sectors in which Romanians believe there are the most sustainable initiatives, these are energy (37%), food and beverages (37%) and retail (25%). On the other hand, the least involved sectors are residential construction (8%), telecommunications services (7%) and the financial and banking sector (6%).
Looking to the future, Romanians want organizations and companies to support eco-friendly initiatives mainly by adopting greener technologies and processes (40%, up 4% from 2024), developing and launching sustainable products (39%) and financially supporting eco-friendly and innovative projects (37%).
In this direction, in 2025, Romanians believe to a greater extent than last year that innovative technologies can contribute significantly to environmental protection and sustainable development, especially through solutions for recycling and waste recovery (75%, compared to 71% in 2024) and by reducing energy and resource consumption (74%, compared to 70% in 2024).
