Abstract:
In research on orchards sustainability, the focus on household food
and fruits consumption is relatively new yet very important. The relation of
sustainability to the area of consumption was first stressed in Agenda 21,
where it is said that unsustainable consumption and some production
patterns are the main cause for global environmental deterioration.
The paper is dedicated to elaboration and theoretic substantiation of
the modelation concept of the buying and consumption behavior and to the
investigation decisional process of buying and consumption particularities of
the behavior types in conditions of transition from a monopolistic economy to
a functional market economy, based on the modern marketing principles and
suggests new strategies of mark rises. At the basis of study is the
methodological principle of the complex and systematic approach of the
contemporary economic concepts, that allowed the investigation the buying
and consumption behavior at the level of Romania’s population and the
assemblage of a theory and methodology to allow the firms the prevision of
the future results depend in the consumption behavior demonstrated.
In order to achieve the proposal objectives, a distinct importance is
given to the stages of buying decisional process, the main factors influencing
this process and modalities which the marketing mix can change the
consumption behavior. The results of the research have a conceptual,
methodological and operational aspect and they can be useful while
elaborating the marketing and dicing firms as well as the firms that intend a
future development on the Romanian marketing and the elaboration of the
state macroeconomical policy regarding the sate exploiters and in the
research and instruction process contributing to the thoroughgoing study and
the development of the marketing practice and theory.
The household consumption behavior across households that differ in
the level of self-sufficiency relative to the production/purchase of fruits and
vegetables. There is a significant difference in consumption patterns for
different households with different levels of self-sufficiency. Households that
purchase but do not produce fruits and vegetables exhibit a notably more
market-oriented price responsive behavior. The consumption decisions of
households that produce fruits and vegetables, but do not purchase them, are
influenced more heavily by implicit income effects than by implicit price
effects.
The results show that supply, price and demand for fruits have
significant connections with their status in the previous production cycle. The
price of substitute products has a significant influence on fruits price but has
no obvious influence on supply and demand. However, imports have a
328
Lucrări Ştiinţifice – vol. 51, seria Agronomie
significant negative impact on the domestic fruits market. Meanwhile, export
and processing have no positive influences on the increase of the aggregate
demand for fruits. In addition, the increase of fruits supply does not
necessarily lead to a fall in price.
