*6.2. Implications*

From the point of view of managerial implications, the findings of the present research have implications for retailers' systemic thinking and acting from a new level of knowledge about the future of the Romanian consumer market, and allow them to better capitalize on sustainable consumption opportunities, improve the necessary risk culture, and generally move in the right direction by, among other things, considering the need for lessening the gravity of the impact on sustainable consumption of the COVID-19 pandemic and the sharp increases that have already been predicted for electricity and gas prices.

The challenging perspective taken by this action-oriented research (based on inside knowledge but trying to obtain both insider and outsider knowledge to maintain the appropriate detachment) allowed not only for objectivity, sensitivity, and empathy, but also for an understanding of the matters, reflection, and the identification of the necessary change, confirming the importance of generating knowledge through applied business and academic partnerships. From this point of view, cross-cultural events such as the aforementioned 2022 CGF China Day (which will take place in Shanghai, China on 17–18 February 2022), which are expected to share both cutting-edge insights and positive change regarding best practices in food safety, health, sustainability, and the end-to-end value chain, could add to the general knowledge necessary to harmonize the major shifts in sustainable consumer behavior and retailers' priorities in agilely adapting to it.

#### *6.3. Limitations*

The above-mentioned findings of the present research are to some extent constrained by certain limitations, some of which provide opportunities for further research:

