The present paper intends to address the impact of COVID-19 crisis upon the consumer buying behavior of fresh vegetables directly from local producers as observed 30 days later, after enforcing the state of emergency in Romania within a well-defined area, namely, the quarantined area of Suceava. The study relies on the interpretation of answers received from the quarantined area (N = 257) to a questionnaire applied online nationwide. The starting point of this paper is the analysis of the sociodemographic factors on the purchasing decision of fresh vegetables directly from local producers before declaring the state of emergency in Romania (16 March 2020). Further research has been conducted by interpreting the changes triggered by the COVID-19 crisis on the purchasing intention of such products before and after the end of the respective crisis. The aim of this scientific investigation relies on identifying the methods by which these behavioral changes can influence the digital transformation of short food supply chains.

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In Romania, there is an emerging market of dairy products delivered through short food supply chains. Although this distribution system has existed since the communist period, and even though more than three decades have passed since then, the market fails to be mature, subject to taxation, or achieve a high diversity in terms of dairy categories, with a consolidated marketing culture that has significant effects on the regional socio-economic environment. The aim of this study was to observe whether the Corona Virus Disease of 2019 (COVID-19) crisis has influenced consumer behavior regarding dairy products delivered directly from producers in Suceava County, Romania. The research is based on a survey conducted between April and May, 2020, and the analysis relies on both quantitative and qualitative methods (namely, anthropological and ethnographic). From the provided responses, it a change was observed in the future buying behavior on short food supply chains, in a positive sense. One of the key findings was that family represents the main environment for passing on the values that influence the buying behavior. Another key finding was that the behavioral changes on the short food supply chains exert pressure on their digital transformations.

The actual development challenges impose new criteria of national performance evaluation, the concept of wellbeing tending to be measured not just in terms of economic and social dimensions, but also vs. the environment. Accordingly, considering the national environmental performance among the EU countries in 2006–2019 period, we grouped them and concentrated on the clusters registering the highest and lowest levels, analyzing how the components of the human and economic dimensions influence it. Applying panel data models, our main results emphasized that, firstly, for the countries with a better environmental performance, sufficient drinking water, safe sanitation, education, gender equality, and good governance were significant; in the countries with the lowest levels of environmental wellbeing, sufficient food, sufficient to drink, education, and income distribution were insignificant, while the remaining components were relevant. Secondly, in both groups of countries, organic farming and public debt were significant; nevertheless, differences were observed for genuine savings and employment, for which the peculiarities of economic activities seemed to be materialized as different influences upon environmental wellbeing. Our study draws alarm signals regarding the development patterns applied in the EU, seeming to have results that strengthen the sustainable goals, but not sufficient for exceeding the traditional growth-oriented model.

In the case of the Romanian urban consumer, ecological agroalimentary products do not merely operate on the discursive line mapped by the rules of certification. The ecology of the agroalimentary products is reinterpreted and, thus, an interesting phenomenon occurs. The products perceived as natural, local, or peasant are seen as ecological enough to influence the purchase decision. Hence, according to the Romanian urban consumer, the ecological product stands for a symbolic projection provided by their own experience and trust level as a consumer. In the present paper, we aimed to go beyond the theory claiming that such behavior is determined by confusion in the social action of purchase and, following this line of interpretation, we also intended to identify the symbolic systems and hermeneutical criteria by which the Romanian urban consumer makes a social projection of ecological agroalimentary products through certain ethnocentralizing mechanisms. Our research paper was based on a qualitative and quantitative anthropological analysis that had, as a starting point, a questionnaire applied online (with a total of 1792 respondents, out of which 1342 were urban respondents).

Romanian beekeeping faces a lot of challenges nowadays due to the problems related to climate change, the use of pesticides in agriculture, but also to the pandemic crisis. In this context, organic beekeeping represents an important alternative to traditional apicultural practices. The purpose of the study was to present the current situation of organic beekeeping in Romania, but also to identify some aspects related to sustainability. The research methodology was based on secondary and primary data. An online survey was conducted in 2020 on a sample of 433 Romanian beekeepers. The main findings showed that the majority of participants were aware of organic principles and were familiar with the concept of sustainability in beekeeping. However, only a small percentage of beekeepers were certified in the organic system. The evaluation of the concept of sustainability showed that the most important factor for the surveyed beekeepers was the environmental aspect, followed by the economic and social components. The pandemic crisis has negatively impacted the beekeepers’ activities due to travel restrictions and the limited access to the apiaries. If, in economic terms, they were affected by the sales drop in the first months of the crisis, there were also some positive effects such as the increase in demand for health-related products.

Should you attend to the relevant published literature on perceptions belonging consumers of ecological products, it can be easily noticed that, as a rule, the interpretation insists heavily on the analysis of an error: the consumer’s confusion about the ecological product. The official concept of an ecological product does not overlap with the idea of an ecological product at the mental level of the consumer. Most studies, if not all of them, tax this confusion and analyze it as a deviant phenomenon. The starting point for this study was based on this very confusion: If there is so much confusion, it most likely means we are dealing with a symbolic projection at a social level. We found intriguing the idea of trying to understand what exactly are the mechanisms behind the ideological forming of this symbolic projection and their impact upon the decision of purchasing ecological agroalimentary products. The study was based on a nationwide questionnaire conducted in Romania in 2016. The collected data were employed in an anthropological analysis of phenomenological approach to further understand the concept of ecological agroalimentary products as it appears in the mentality of the contemporary Romanian consumer.

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