Forest Fruits' Purchase and Consumption Motives by the Urban Romanians: an Application of the Theory of Planned Behaviour

Abstract

This study investigates the purchase and consumptio n motives for forest fruits in the Romanian urban area. The forest fruit purchase, inc luding place, type and use was studied using multi- response questions. Additionally, the determinants of consumption are investigated using the Theory of Planned Behaviour (TPB). Data is analyzed using descriptive analysis, simple linear and hierarchical regressions. Results show that a broad variety of forest fruits are consumed in the Romanian urban area, including mainly fresh fruits mostly bought from farmers' markets. Furthermore, the perceived difficulties of eating f ruits and the opinion of others are important for Romanian urban consumers when deciding to eat forest fruit, while nutritional beliefs about these fruits are not significant. Habit is a key determin ant predicting future consumption.