1. Introduction
The European Union’s (EU) quality policy for agricultural and food products represents a cornerstone in the Union’s efforts to preserve unique regional food cultures while simultaneously promoting agricultural diversity and consumer trust [
1]. This policy framework encompasses several key certification schemes, each aimed at safeguarding and highlighting distinct product characteristics tied to geographical origin and traditional practices. Among these, the Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Traditional Specialty Guaranteed (TSG) are the most notable. PDO certification is reserved for products that possess a unique quality or traits specifically linked to their geographic setting, encompassing both natural elements and human influences. This designation implies that all stages of the production process—cultivation, processing, and crafting—occur within the specific region, ensuring that the product’s qualities are inherently linked to its place of origin. Such a stringent link between product and place not only preserves traditional methods but also enhances the product’s reputation and market value [
1].
The PGI label is slightly less restrictive than PDO, requiring that at a minimum, one aspect of production, processing, or crafting stages occurs in the designated area. This certification highlights the connection between the distinct geographic area and the product’s name, wherein a unique quality, reputation, or distinct feature is fundamentally linked to its place of origin. The PGI status aids in promoting regional products on a broader scale, allowing for a more inclusive approach to quality certification [
1]. Unlike PDO and PGI, the TSG certification does not link the product to a specific geographical area but rather focuses on traditional composition or means of production. This designation is key in preserving traditional recipes or methods, which are a part of the traditional and gastronomic heritage. TSG helps in maintaining a high standard of authenticity and contributes significantly to the diverse culinary landscape of the EU [
1].
These certifications serve to safeguard the names of particular products to enhance their distinctive traits, associated with both their geographic origins and conventional expertise. This policy framework plays a crucial role in maintaining rural economies by supporting local producers and preserving the environment. It also contributes to consumer protection by ensuring quality and authenticity [
2]. Moreover, these labels are instrumental in guiding consumer choices, providing assurance regarding the quality and provenance of the products. The implementation of these quality schemes by the EU underscores a commitment to maintaining a high standard of food quality, regional authenticity, and consumer transparency [
3]. As the global market expands and consumer preferences evolve, these certifications have become pivotal in distinguishing the uniqueness of European agricultural and food products. They represent the blend of tradition, quality, and diversity that characterizes the agricultural heritage of the EU. Consequently, understanding the impact and significance of these labels is not only essential for regional producers and the agricultural sector but also for consumers who increasingly value authenticity and quality in their food choices [
4].
The current landscape of consumer behavior research highlights a significant gap in understanding the practical applicability of consumer segmentation into clusters, especially concerning food products with European quality schemes (PDO, PGI, TSG). This gap is not merely academic but has real-world implications, particularly for policymaking and market strategies. Although consumer awareness of EU quality labels on agricultural and food products is gradually increasing, studies have shown that this awareness is still relatively low to medium overall [
5,
6,
7]. Awareness tends to be higher among certain demographics, such as frequent Internet users, those in specific occupations, and wealthier households [
8]. However, there is a significant portion of the consumer base that remains less informed about these labels and their implications [
9].
This gap in understanding consumer segmentation and the nuances of consumer behavior significantly hinders the development of targeted marketing strategies and an enhanced comprehension of consumer inclinations and buying patterns. While the EU’s quality schemes provide several benefits to producers, including fair competition and a return for farmers, the main limitations lie in the low consumer awareness and understanding of these schemes in some EU countries [
10]. Addressing this knowledge gap is crucial for policymakers and marketers alike, as a more comprehensive understanding of consumer segments can lead to more effective marketing campaigns and policy decisions by resonating with consumer needs and preferences in the context of EU quality scheme agricultural and food products.
Thus, the aim of this research article is to evaluate the influence of digital marketing on the behavior of Romanian consumers in choosing Romanian agricultural and food products certified with EU quality schemes. The research objectives were as follows:
O1. Identifying the profile of the consumer of agricultural and food products certified with EU quality schemes and their preferences based on age, gender, quality/price ratio, and level of education.
O2. Identifying consumers’ knowledge about agricultural and food products certified with EU quality schemes.
O3. Identifying the reasons for purchasing and consuming agri-food products certified with quality schemes.
This research article is structured to provide a comprehensive analysis of consumer behavior in relation to agricultural and food products certified with EU quality schemes. It follows with a literature review by synthesizing existing knowledge. This is succeeded through an in-depth explanation of the methods used, encompassing the research design, data gathering, and analysis methods. The results and discussion sections present the findings and interpret their implications. The article concludes with recommendations based on the study’s insights, a summary of its limitations, and suggestions for future research directions in this field.
4. Results
As stated previously in the methodology section, the analysis identified four distinct clusters grounded on an integration of socio-demographic determinants and the extent of consumption of Romanian agri-food products accredited with quality schemes. These clusters are further distinguished by several key factors, including the unique attributes of these products, determinants influencing purchasing decisions, online consumer behavior, and general knowledge concerning the products. The clusters have been designated as follows: Eco−Advocates, Les Connaisseurs, Price−Sensitives, and Traditionalists. A comprehensive overview of the primary characteristics attributed to each cluster is presented in
Table 4.
The ‘Iteration History’ table (
Table 5) denotes the count of each iteration conducted in the clustering process. This reflects the number of steps undertaken to achieve the final configuration of the clusters. The alterations for each iteration indicate how the centers of each cluster have evolved throughout the iterations, an essential aspect in understanding the dynamics of the clustering process.
The values in
Table 6 indicate the degree of change in the cluster centers from one iteration to another. A decrease in these values through the iterations suggests that the clustering process has reached a convergence point, where subsequent changes in the cluster centers are minimal.
Following the cluster analysis, the next graphical representations illustrate the findings, the four clusters. The graphs display consumer profiles, consumption patterns, and key variables that define the clusters: Eco−Advocates, Les Connaisseurs, Price−Sensitives, and Traditionalists. These visual aids are designed to provide a clear overview of the data, highlighting the differences and similarities between the clusters. Through these graphics, insights into the consumption archetypes of Romanian agricultural and food products certified with EU quality schemes are presented, facilitating a straightforward interpretation of the results.
Figure 2 segregates consumers by socio-demographic factors and their consumption frequency of Romanian agri-food products bearing quality certifications. The clusters have been systematically categorized to illustrate the prevailing consumption tendencies alongside demographic attributes of the consumer segments (
Figure 2).
Cluster 1, “Eco−Advocates”, is composed of individuals who frequently engage in the consumption of a wide array of Romanian agricultural and food products with quality certifications. This group predominantly encompasses individuals with middle to higher levels of education and includes a balanced mix of males and females, generally younger than those in other clusters.
Cluster 2, “Les Connaisseurs”, consists of occasional consumers of certified products who have attained a higher education level. This cluster has a marginally higher male demographic and is mainly situated in smaller cities or county seats.
Cluster 3, “Price−Sensitives”, is represented by individuals who seldom or never choose certified products. The demographic profile of this cluster is characterized by a lower to middle education background, an older age bracket, and residence in smaller cities or villages.
Cluster 4, “Traditionalists”, encompasses consumers who partake most broadly in food products, notably differentiated from other clusters by their consumption of Scrumbie de Dunăre afumată, Novac afumat din Țara Bârsei, and Magiun de Topoloveni. This cluster is defined by the lowest education level, a higher female presence, and the most advanced age range, predominantly from rural backgrounds.
The segmentation analysis in
Figure 3 within this study focuses on delineating consumer clusters based on the distinctive elements of Romanian agricultural and food products and the decision-making factors at the point of purchase. These clusters are explained by the consumers’ perceptions of product differentiation, particularly in terms of taste, quality, and the various motivations influencing their purchasing decisions.
Cluster 1, “Eco−Advocates”, is made up of those who do not perceive a remarkable difference between certified and non-certified products, with an even lesser extent asserting that taste differentiates them. The main reasons they purchase these products are environmental protection, respect for animals, traditions, and territories, and supporting the local economy.
Cluster 2, “Les Connaisseurs”, achieves high scores for all items, with products being distinctly superior to non-certified ones, and their purchase is motivated by many elements. They seem to be the ones who place the greatest value on what these products have to offer.
Cluster 3, “Price−Sensitives”, consists of those who are not impressed by these products, seemingly attracted by the different tastes of the products. They might be individuals who are either not well acquainted with these products, have not found them available for purchase, have not been curious, or lack sufficient information to understand them. Judging by the size of this group, they also appear to be a target audience for future attempts to expand the customer base.
Cluster 4, “Traditionalists”, seems to see no difference between these products, and they do not purchase them for any particular reasons investigated in the study. They are also those who consume the products but have other purchasing motives.
The clustering by online behavior (
Figure 4) underscores the varied attitudes toward purchasing Romanian certified agricultural and food products online. The clusters are defined by their preferences regarding nutritional qualities, ingredients, price factors, and their willingness to engage in online purchasing across various product categories.
Cluster 1, “Eco−Advocates”, prioritizes nutritional qualities and ingredients over price when considering the online purchase of certified Romanian products versus conventional ones. They show a readiness to purchase an extensive array of products online, particularly fresh meat, meat products, and other animal-origin products.
Cluster 2, “Les Connaisseurs”, values nutritional qualities, ingredients, and price as crucial factors in their online purchasing decisions. They are also inclined to buy all categories of products online, with a preference for cereals, processed fruits and vegetables, and honey.
Cluster 3, “Price−Sensitives”, is mainly influenced by price in their online purchases, exhibiting a generally lower tendency to purchase all categories of products online.
Cluster 4, “Traditionalists”, seems to have little to no interest in purchasing products online, showing a strong opposition to online shopping. There is a distinct polarization on this issue, with “Eco−Advocates” and “Les Connaisseurs” being more open to online channels, whereas “Price−Sensitives” and “Traditionalists” display resistance.
The clustering based on general information about the products (
Figure 5) sheds light on the varying degrees of consumer engagement and perception toward certified Romanian agricultural and food products.
Cluster 1, “Eco−Advocates”, occasionally recommends certified products to others and shows some willingness to pay a higher price. They believe the price/quality ratio is favorable and that the price justifies the quality. While they do read packaging information, their primary interest lies in the recyclability of the packaging.
Cluster 2, “Les Connaisseurs”, strongly values these products, frequently recommending them and showing a willingness to pay extra. They largely agree that the price/quality ratio is favorable and that the price indicates quality. This cluster reads the most information on product labels.
Cluster 3, “Price−Sensitives”, is somewhat less likely to agree with positive statements about the products and rarely reads information on packaging, with the least interest in recyclability.
Cluster 4, “Traditionalists”, is unlikely to recommend the products, unwilling to pay extra, and seldom reads information on packaging, showing the least engagement compared to other clusters.
In this analysis, consumer groups have been clustered according to their attitudes and behaviors toward certified Romanian agricultural and food products, focusing on their propensity to endorse these products, their willingness to invest more in quality assurance, and their interaction with product-related information. Eco−Advocates occasionally advocate for the use of certified products and exhibit a moderate readiness to pay a premium, viewing the price/quality ratio as beneficial and indicative of the product’s quality. Their engagement with packaging information is selective, with a pronounced interest in the sustainability aspect, especially packaging recyclability. Les Connaisseurs demonstrate a strong appreciation for these certified products, often recommending them and expressing readiness to incur additional costs for perceived value. They show a consensus on the favorable price–quality relationship and consider price a marker of quality. This group actively seeks out extensive information from product labels. Price−Sensitives display a cautious agreement with positive assessments of the products and infrequently consult packaging information, showing minimal concern for aspects like recyclability. Traditionalists exhibit a reluctance to recommend certified products, show little to no willingness to pay more for these items, and engage minimally with packaging information, being the least involved among the clusters.
The application of Pearson correlation (
Table 7) coefficients has enriched the analysis with depth and statistical rigor by reporting relationships among variables. By establishing a high threshold for these coefficients, the focus was on identifying the strongest and most statistically significant relationships between variables. This methodological approach has revealed the most impactful and meaningful associations within the data, shedding light on the dynamics that influence consumer engagement with certified agri-food products. Among the significant findings, a strong correlation was observed between the preference for purchasing certified animal origin and meat products online (0.897) and the attitudes delineated in the cluster analysis. This association underscores a prevalent consumer preference for certified products in online shopping contexts, reflecting broader trends of increased trust and ethical consideration, notably pronounced among the ‘Eco-Advocates’ and ‘Les Connaisseurs’ clusters. These groups are characterized by their environmental consciousness and discerning purchasing habits, respectively, aligning with the observed correlation.
Furthermore, the correlation coefficient of 0.892 (
Table 7), linking healthiness factors and ethical practices in food production, resonates with the values and priorities of the ‘Eco−Advocates’. This trend indicates rising consumer awareness around the impacts of food production processes and a growing demand for transparency and ethical accountability in the agri-food sector. The dataset also reveals a significant inclination across consumer segments to prefer certified products across various categories, suggesting a universal tilt toward a healthier and more ethically conscious lifestyle. This inclination is especially relevant for ‘Les Connaisseurs’, who demonstrate a broad appreciation for the superior quality and ethical standards of certified products.
Lastly, the general appreciation for fair pricing of certified agri-food products indicates a widespread recognition of the value offered by EU quality schemes. This aspect is particularly significant for ‘Price−Sensitives’ and ‘Traditionalists’, who, despite their varied openness to online shopping and certified products, share a concern for price fairness and quality value. These correlations (
Table 7), viewed through the lens of the cluster analysis, not only reinforce the distinct characteristics of each consumer group but also highlight overarching consumer trends toward quality and ethics in food consumption.
5. Discussion
The exploration of consumer behavior toward EU-quality-scheme-certified agricultural and food products presents a nuanced landscape, where certification not only serves as a marker of quality and authenticity but significantly influences consumer preferences and purchasing decisions. This complex relationship is shown through consumer clustering, both within the context of Romanian consumers—categorized into Eco−Advocates, Les Connaisseurs, Price−Sensitives, and Traditionalists—and broader European consumer studies.
Eco−Advocates, characterized by their environmental and ethical consumption priorities, and Les Connaisseurs, with their discerning appreciation for quality, find parallels in studies across Europe; [
26] highlighted increased awareness and consumption of PDO, PGI, and organic products among Italian consumers, particularly those with higher education, mirroring the tendencies of the Eco−Advocates and Les Connaisseurs. This correlation underscores the pivotal role of education in enhancing the recognition and appreciation of certified products. The Eco−Advocates, with their strong environmental attitudes, closely align with the “Law-confident” and “Conservatory” clusters identified by [
7]. These clusters share a common trust in governance and quality certifications, underscoring a broader European trend toward environmental and ethical consumption. This alignment suggests that environmental consciousness and ethical considerations are increasingly pivotal in shaping consumer preferences across Europe, not just within Romania. It highlights an opportunity for producers and marketers to further emphasize the environmental and ethical benefits of certified products to appeal to this growing segment [
7].
Les Connaisseurs, with their nuanced understanding and appreciation for the quality and authenticity of certified agricultural and food products, find their counterparts in the “Popular” and “Premium” olive oil consumer clusters described by [
47]. These groups prioritize healthful and nutritional properties and have a strong preference for products with PDO labels, appreciating their intense sensory characteristics. This similarity indicates a shared valuation of authenticity and quality across different product categories and cultural contexts, reinforcing the importance of clear, transparent labeling and marketing strategies that communicate the unique attributes and origins of certified products.
Moreover, the study by [
6] on Serbian PDO products reveals consumer clusters ranging from highly interested to those unwilling to pay more for PDO products. This segmentation aligns with the diversity observed between Eco−Advocates and Price−Sensitives, indicating a commonality in consumer valuation of certification across different cultural contexts. The willingness of Eco−Advocates and Les Connaisseurs to pay a higher price for certified products resonates with the findings of [
5], where consumers in France and Italy exhibited similar behavior toward EU-quality-certified cheese products.
The Price−Sensitives and Traditionalists, who exhibit cautiousness toward spending and a preference for traditional purchasing channels, reflect broader consumer segments identified in the literature. The authors in [
46] uncovered a lack of familiarity with PDO and PGI logos among Romanian consumers, suggesting an opportunity to enhance awareness and trust through targeted education and marketing, a strategy that could resonate well with the Price−Sensitives and Traditionalists. Similarly, the preference for physical retail experiences over online channels, as indicated by the study’s participants, mirrors the findings of [
5], emphasizing the enduring importance of supermarkets and hypermarkets as primary sources for purchasing certified products.
The Price−Sensitives’ cautious approach to spending aligns with the “basic” olive oil consumer cluster identified by [
64], where price and affordability are key considerations. This similarity underscores a universal challenge in convincing consumers of the value proposition offered by certified products. It suggests that while certification can signify quality, the perceived cost/benefit ratio is a critical factor influencing purchasing decisions across consumer segments.
The Traditionalists’ preference for purchasing from physical stores mirrors the findings of [
5], where consumers favored buying certified agri-food products from farmer’s markets and physical retail outlets over online channels. This preference highlights the enduring importance of physical retail experiences in building consumer trust and loyalty, suggesting that despite the rise of digital marketing, traditional retail channels remain crucial in the consumer journey [
5].
The discrepancy between the recognized importance of online information sources and the actual online purchasing behavior presents a critical area for strategic enhancement. This gap, highlighted by the contrast between consumer information-seeking and purchasing behaviors, calls for integrated digital marketing strategies that bridge online engagement with offline purchasing. This challenge is echoed in the study by [
7], which identified distinct consumer clusters based on socio-economic variables and perceptions of food security, suggesting that tailored communication and marketing strategies could effectively address diverse consumer needs and preferences [
7].
The discussion underscores the necessity of a multifaceted approach in promoting EU-quality-scheme-certified agricultural and food products. By drawing parallels between the Romanian consumer clusters and broader European consumer studies, it becomes evident that while consumer segments may exhibit unique national characteristics, underlying trends and preferences toward certification are largely shared. The findings from the literature, ranging from the studies by [
26] and [
47], highlight the critical role of education, digital engagement, and tailored marketing in enhancing consumer awareness, trust, and willingness to pay for EU-certified products.
6. Conclusions
This research has evaluated the influence of digital marketing on Romanian consumers’ behavior regarding their choice of agricultural and food products certified with EU quality schemes. Through detailed analysis and investigation, several key findings have emerged, directly addressing the outlined objectives and offering insights into the impact of digital marketing in this domain. The study identified four distinct clusters of consumers—Eco−Advocates, Les Connaisseurs, Price−Sensitives, and Traditionalists—each with unique preferences and behaviors influenced by factors such as age, gender, the quality/price ratio, and level of education. Eco−Advocates and Les Connaisseurs showed a higher willingness to engage with and purchase certified products, influenced significantly by digital marketing efforts that highlight the authenticity, quality, and ethical standards of these products.
Digital marketing has played a pivotal role in enhancing consumer awareness about certified agri-food products. The study found that consumers who are more active online, especially Eco−Advocates and Les Connaisseurs, possess a deeper understanding and appreciation of the quality schemes. This underscores the effectiveness of digital platforms in educating consumers and promoting awareness of certification benefits.
The motivations behind purchasing and consuming EU-certified agricultural and food products were strongly linked to digital marketing exposure. Consumers expressed a preference for products that are promoted as healthier, of higher quality, and beneficial for the environment—attributes often highlighted in digital marketing campaigns. Furthermore, the research revealed a significant trust in digital sources of information, making it a crucial channel for influencing consumer decisions.
6.1. Theoretical Implications
This study contributes significantly to the academic discourse on consumer behavior and digital marketing within the context of EU-certified agri-food products. By identifying specific consumer clusters and elucidating their distinct behaviors and preferences, this research adds depth to our understanding of the digital marketing environment and its impact on consumer decisions. The cluster segmentation underscores the diversity within consumer responses and refines existing models by integrating digital influence as a core factor in consumer choice dynamic and highlights the pivotal role of digital marketing in enhancing consumer knowledge, trust, and preference for certified products, thereby providing actionable insights for producers, marketers, and policymakers.
Moreover, the study’s findings offer a foundation for developing tailored digital marketing strategies that cater to the nuanced needs of varied consumer segments, promoting a more sustainable, ethical, and health-conscious food consumption pattern. Moreover, they contribute to a broader understanding of digital marketing theories, particularly in how authenticity, ethical standards, and transparency in digital content can effectively sway consumer preferences toward certified agricultural and food products. This research, therefore, extends digital marketing theory by emphasizing the critical role of value-driven content in fostering consumer trust and loyalty.
Through its focus on the Romanian market, this research also opens opportunities for comparative studies across different cultural and geographical contexts, contributing to a global understanding of the dynamics between digital marketing and consumer behavior toward certified agricultural and food products.
6.2. Managerial Implications
The implications outlined below are derived directly from the insights gained through this study’s exploration of consumer behavior in response to digital marketing efforts concerning Romanian agricultural and food products certified with quality schemes. These recommendations are intended to guide stakeholders—consumers, producers, and policymakers—toward strategies that leverage the potential of digital marketing to enhance the visibility, appeal, and accessibility of EU-certified agricultural and food products.
As for targeted recommendations, to navigate the complexities of the certified Romanian agricultural and food product market, consumers are advised to seek out information from reliable sources, such as official European Union quality scheme portals and recognized agricultural organizations. This effort toward self-education will not only empower consumers with the knowledge necessary to make informed purchasing decisions but also encourage them to reflect on the wider impacts of their choices on environmental aspects, animal welfare, and local economies.
For producers of EU-certified agricultural and food products, there is a clear imperative to bolster transparency and engage in open communication regarding their production practices and the specifics of their certification standards. Such transparency is crucial in cultivating trust and fostering a sense of loyalty among consumers, particularly those who prioritize ethical considerations in their purchasing decisions. Additionally, producers should harness the potential of digital platforms to connect with their audience, tailoring their online marketing strategies to emphasize the ethical and quality attributes of their offerings, thereby appealing to a digitally engaged consumer segment. For producers and marketers, the present study highlights the efficacy of storytelling about the ethical aspects of production, evidenced by increased engagement among Eco−Advocates and Les Connaisseurs. Utilizing social media analytics to tailor these narratives to the identified consumer clusters can amplify reach and impact, suggesting a targeted approach in digital marketing strategies as pivotal for market penetration and consumer retention.
Policymakers, on the other hand, should be tasked with the development and implementation of initiatives aimed at enhancing public awareness and understanding of the benefits associated with certified EU agricultural and food products. National educational campaigns that elucidate the environmental, health, and economic advantages of these products can play a central role in shaping consumer behavior. Moreover, it is essential for policies to extend support to artisanal and medium-sized producers in their quest for certification, through financial assistance, simplification of certification processes, and marketing aid. Such strategies not only facilitate a broader participation in the certified market but also encourage the adoption of ethical production practices across the agricultural sector. Policymakers are encouraged to leverage the insights from this research by initiating digital platforms that consolidate information on EU-certified products, thereby simplifying consumer access to trusted information. Further, establishing collaborations with digital influencers to educate consumers on the importance of certification can significantly enhance public awareness, aligning policy initiatives with contemporary digital consumption patterns.
By adopting these recommendations, there is an opportunity to foster a more informed consumer base, assist producers in effectively navigating the EU-certified product landscape, and guide policymakers in cultivating a conducive environment for the growth of the certified agri-food product sector. Ultimately, these efforts will contribute to the evolution of a food system that is increasingly sustainable, ethical, and aligned with the health-conscious priorities of contemporary consumers.
6.3. Limitations and Suggestions for Future Research Directions
This study offers valuable insights into the role of promoting agricultural and food products certified with EU quality schemes, yet, like any study, it has its limitations. Firstly, the study relies on self-reporting, which may lead to possible distortions of results. Respondents might be inclined to answer in ways that present them in a more favorable light or that better match perceived social norms. Secondly, the results are based on respondents’ subjective perceptions and reports of their purchasing behaviors, which may not accurately reflect actual behavior. Furthermore, this study may not have considered all potential factors that could influence purchasing behavior. This work is focused on the Romanian context, limiting the ability to generalize results to other markets or cultures. For a broader perspective and deeper understanding of the subject, further studies in various geographical and cultural contexts would be necessary. Also, the present study lays the groundwork for future research to explore the effectiveness of various digital marketing strategies across different consumer clusters identified. Subsequent studies could investigate the long-term impact of digital marketing on consumer loyalty toward certified agricultural and food products, including potential shifts in consumer values and behaviors.