DETERMINATING FACTORS IN ROMANIAN CONSUMERS' PREFERENCES FOR WHOLE GRAINS PRODUCTS IN CLIMATE CHANGE CONTEXT
Among other factors specific to the macro environment of the product market, which influence consumption behaviour, climate changes can be mentioned. Climate changes related factors (rainfall, temperature, drought) directly influence the level of production (supply) of cereals regardless of their type. At the same time, climate changes indirectly influence the diet of the population and the demand on the grain market. The grains sector is perhaps the most important agri-food sector in Romania and component of the Romanian agri-food system and not only. Among others factors, this is due to the pedo-climatic characteristics favourable for cereal crops and the cultivation tradition. This market is characterized by a high demand, due to the multiple ways of use and consumption, cereal products being essential food for a healthy diet. This paper aims to analyse consumers preference on the whole grains market, a category encouraged by high productions level
but also recommended by specialists for improving health, both for population and environment. In this context, it is important to identify the main socio-demographic characteristics of the Romanian respondents that influence their consumption decision on this market. In order to achieve the purpose of this work, a questionnaire was applied among 126 respondents and the interpretation of the results was carried out with the help of the SPSS program. Thus, reference statistical parameters such as the chi-square test and contingency coefficient were calculated, in order to validate or not the research hypotheses.