Consumer Attitudes, Awareness, and Purchase Behaviour for Certified Mountain Products in Romania

Abstract

Interest in consumer behavior regarding agri-food products is growing, particularly in the context of sustainable and local consumption. This study examines consumer perceptions of certified mountain products in Romania, with a specific focus on cow’s milk. A structured survey was conducted among 576 respondents from the Bucharest–Ilfov metropolitan area, representing the target population of regular food consumers. The data were analyzed using descriptive and comparative statistical methods in SPSS, including chi-square tests and contingency coefficients, to evaluate consumer awareness, attitudes, and their willingness to pay. The results reveal that although awareness of the “mountain product” label is high (88.9%), its direct influence on purchase decisions remains limited, with price, brand, and origin playing stronger roles. Nevertheless, 95% of respondents expressed willingness to pay a premium price, and over 70% associated mountain certification with health benefits and higher quality. These findings highlight both the potential and current limitations of certification as a market-based tool to support sustainable consumption and the economic resilience of mountain areas. The study contributes empirical evidence from a less explored national context. It offers insights for policymakers, producers, and retailers seeking to strengthen short food supply chains and consumer trust in certified labels.

1. Introduction

In the local economy, mountain products (cheese, honey, berries, meat and similar) are important from an economic, ecological and cultural point of view, contributing to income generation, employment, and the preservation of cultural and gastronomic traditions. These products are attractive to tourists and international markets [1], stimulating the development of small businesses and contributing to the preservation of the gastronomic traditions of the region. They are made according to traditional recipes and methods passed down from generation to generation.

Agricultural practices in mountain areas are usually more sustainable, and animal husbandry and plant cultivation are carried out in balance with nature. Mountain products attract tourists who want to experience the authenticity of mountain regions, especially in the context of gastronomic tourism. Mountain tourism can contribute significantly to the development of the local economy, and regional products can become a point of attraction. A mountain product will be viewed by buyers as a high-quality product, with certified origin, obtained in an area with a low degree of pollution. Thus, mountain products are not just an economic resource, they are an important element in protecting cultural and natural heritage [2].

Certification is the process by which a product is verified to meet quality and performance criteria established by contracts, regulations or specifications, called “certification schemes”. It contributes to the protection and promotion of mountain agricultural and food traditions, encouraging a sustainable way of life, based on traditional methods that respect the environment. At the same time, certification facilitates the access of mountain products to international markets, thus recognized for their superior quality, which offers producers expanded commercial opportunities. Research in the field highlights the importance of supporting this sector through appropriate public policies, investments in infrastructure and education for farmers, as well as by promoting mountain products on domestic and foreign markets [3,4].

Certified mountain products benefit from an added value in the market due to their protected status. These products can be sold at higher prices and are in greater demand, particularly among consumers who value authenticity, health, and also environmental sustainability. In line with other studies on European consumers, mountain products are associated with sustainable agricultural practices, contributing to the conservation of biodiversity, the protection of mountain landscapes, essential for maintaining the health of the ecosystem [5,6,7].

According to studies among Italian and German consumers, significant shifts in food consumption trends have occurred over the last decade, reflecting a growing interest in more natural products, with potential implications for the sustainability of their health and the environment [8,9,10].

In the context of mountain farms in Romania and other mountainous regions, certification plays a relevant role in supporting the economic sustainability of these areas. However, understanding how certification, alongside other factors, shapes consumer perception and purchasing decisions is crucial. This study investigates how the “mountain product” label influences consumer perceptions and buying behavior and explores ways to enhance awareness of its benefits.

2. Certification and Consumer Behavior in Mountain Products: A Brief Literature Review

2.1. Definition and Regulation of Mountain Products

An essential starting point for this work is to establish a definition for the term “mountain product”. In order to provide a systematic overview, in

Table 1. Main legal and policy frameworks for mountain product certification in the EU.

Year	Document	Definition	Importance
1999	Art 18. of Regulation (EC) No. 1257/99 [11]	Defines mountain areas as regions with harsh climatic conditions, short vegetation periods, and higher production costs.	Provides the only EU-wide legal definition of mountain areas.
2000	National measures (Switzerland, France, Italy) [12]	National frameworks to protect the use of “mountain” in product labeling.	Recognize the added value of “mountain product” designation for local product promotion.
2005	European Charter for Mountain Quality Food Products [13]	European-level voluntary initiative.	Promotes recognition and value of mountain food products.
2012	Regulation (EU) No. 1151/2012 [14]	Establishes mountain product as an optional quality term reserved for products obtained and processed in mountain areas.	provides the legal framework that defines and protects quality schemes, including the “mountain product,” ensuring traceability, authenticity, and support for the sustainable development of rural and mountain areas.
2014	Delegated Act (EU) No. 665/2014 [15]	Specifies conditions for use of the term Mountain product.	Operationalizes Regulation 1151/2012; ensures clarity and transparency in labeling.

Source: Authors compilation based on Regulation (EC) No. 1257/1999, Regulation (EU) No. 1151/2012, Delegated Act (EU) No. 665/2014, and European Commission report.

are presented the main European framework regarding mountain product certification, from 1999 to 2014.

Nowadays, European Commission has published rules on the use of the quality term ‘mountain product’. The new regulation aims to promote the sustainable development of mountain areas and to facilitate the identification of mountain products by consumers. Despite the importance and growing interest of European consumers in certified quality food, most of them attach less importance to the attributes that characterize mountain farming [14,15].

In addition to these regulatory frameworks (Table 1), recent European policies further reinforce the importance of mountain products in promoting sustainable agri-food systems. For example, The European Green Deal [16] and the Farm to Fork Strategy [17], highlight the need for a rapid transition towards more sustainable and resilient food systems. In this context, the Common Agricultural Policy (CAP) 2023–2027 [18] provides Member States with a series of flexible instruments that support the objectives of local production. These measures include actions to support farmers operating in difficult regions. They aim to maintain biodiversity, promote sustainable land management, and valorize local resources through agri-food products with a territorial identity. In addition, the Farm to Fork Strategy [17] encourages the recognition and promotion of value-added products, such as certified mountain products, which reflect environmentally adapted agricultural practices specific to fragile ecosystems. These products not only respond to consumer demand for local, authentic, and sustainable food, but also contribute to the strengthening of short supply chains and the economic development of rural mountain communities.

2.2. Literature Background and Research Hypotheses

In recent years, consumer perception and awareness regarding food certification have received increasing academic attention. While many studies explore consumer behavior in relation to agri-food products in general, fewer focus specifically on certified mountain products, particularly dairy products such as cow’s milk. This study aims to investigate the importance of labeling these mountain products in shaping consumer purchasing decisions. The analysis used the Web of Science database to search, filter, and extract relevant scientific articles published between 2014 and 2024. The review began by examining the identified articles, filtered by title, abstract, and keywords. The key search terms included “mountain product”, “certification”, and “consumer preferences for certified mountain products”.

2.2.1. Impact of Label Awareness on Mountain Product Purchases

The paper entitled “Consumer attitudes towards the mountain product label: Implications for mountain development” [19] highlights the positive implications exerted by the existence of the “mountain product” label on dairy products, especially cheeses, milk and yogurt on consumers’ purchasing intentions. Thus, this component is associated by consumers as an assurance of the superior level of product quality, local origin, respect for traditions and ecological principles at the production stage. The study also reflects the direct link between the intrinsic values of consumers (the extent to which they are traditionalists, the importance and awareness of environmental issues, the intention to support the local economy and dairy producers in mountain regions), the degree of trust that consumers have in the “mountain product” label and their intention to buy profile products. These findings are also reflected in other studies, which highlight that informing consumers about the significance of certified mountain products is essential, as a relatively low level of awareness of this concept has been observed among consumers [20].

Certification can be perceived as a signal, informing potential buyers that the farmer is a high-quality producer who complies with safety regulations. This can improve access to high-value markets and lead to price increases for higher quality and compliance with food safety regulations. Farmers can specialize or intensify their production, leading to higher quantities sold on the market. On the other hand, there can also be negative effects on income if, as a result of certification, farmers reallocate their labor or productive resources or have an increased demand for labor [4,21,22,23].

Drawing on previous research [4,19,20,21,22,23], the first hypothesis of this study (H1) states that:

H1. 

Consumers who are aware of the “mountain product” label are more likely to purchase such products.

2.2.2. Consumers’ Willingness to Pay a Higher Price for Certified Food Products and Sustainable Food Systems Development

Consumers’ willingness to pay a higher price for sustainably produced goods makes product certification a powerful demand-side policy instrument, capable of promoting sustainable land use alongside with standard regulatory measures. Certification schemes, such as fair trade, eco-labelling, and organic certifications, provide information about production practices, helping consumers understand how a product is obtained. Also, geographical indications inform consumers about a product’s origin and safeguard its name, ensuring it cannot be used fraudulently or by producers outside the designated area. Thus, attributing the mention “mountain product” not only positively influences consumers’ willingness to pay, but also contributes to consolidating an image of authenticity and sustainability. In this context, small local producers can capitalize on consumers’ favorable perception through promotional campaigns and by consolidating direct relationships with them [5,6]. However, the misuse of specific mountain visuals or associated symbols on non-mountain products undermines the competitive advantage of certified products. A clear and transparent connection between the product’s territorial qualities and consumer perception is therefore essential [12,24].

Consumers associate mountain products with healthier lifestyles, natural origin, traditional production methods, and health benefits, which explains their willingness to pay a premium price. This growing interest in local, high-quality foods certified by origin and production standards has fostered the emergence of products meeting sustainability criteria. Certified labels not only guide consumer choices but also act as market-based instruments promoting sustainable land use, signaling that a product originates from a region with specific qualities and reputation. While strict standards are linked to higher benefits for farmers and more extensive farming practices, variability can occur among farms sharing the same label [25].

According to the authors [26,27] important information included on the label of the product studied in the research, namely yogurt obtained from goat’s milk, is highlighted. Thus, the introduction of the mention “mountain product” on the label could generate a higher willingness to pay compared to the other attributes studied (higher calcium intake, low fat content or brand awareness). It is considered that the obtained results can encourage local producers to apply this strategy at the level of the labeling process, in order to differentiate themselves from other brands present on the market and increase the potential for capitalization for products originating from marginal, disadvantaged areas.

Finco et al. (2017) [28] analyzed the application of mountain labels and consumer perceptions in the Marche region of Italy. Surveys of producers and retailers highlighted deficient communication about the labeling system. Nevertheless, the introduction of a label to protect mountain products was positively received and could enhance promotion and sustainable support of these regions [28]. Considering previous mentions, the second (H2) and third (H3) hypotheses of this research are:

H2. 

Consumers are willing to pay a higher price for certified mountain products.

H3. 

The “mountain product” label is perceived as an indicator of quality and justifies a higher price.

Consumer interest in a balanced and safe diet is longstanding. Concerns about pesti-cides, additives, chemical residues, food irradiation, and genetically modified organisms have heightened awareness of diet-related health risks. Modern consumers increasingly emphasize natural foods, particularly from mountain areas, associating them with purity, quality, and certified origin. Rural populations, often considered to maintain healthier lifestyles, typically consume fresh, unprocessed foods, enjoy cleaner air, and engage in higher levels of physical activity. Compared to urban populations, they show lower rates of smoking and alcohol consumption, contributing to reduced incidences of chronic diseases. These lifestyle factors reinforce the value that consumers place on mountain products, which are perceived not only as high-quality and authentic but also as aligning with a health-conscious way of living [25].

In line to these findings [5,6,24,25,26,27,28] the fourth assumption of this research (H4) can be mentioned:

H4. 

Consumers’ perception of health benefits contributes to the economic justification of their purchase.

2.2.3. Socio-Demographic Determinants of Mountain Product Consumption

Several previous mentioned [3,6,19,28] studies have examined the determinants of consumer choice in the mountain products market, particularly focusing on dairy products such as fresh milk.

The conclusions of the study conducted by Staffolani et al. in 2023 [3], which analyzed the determinants of consumer choice in the mountain products market, especially fresh milk, on a sample of 335 responses, highlights the fact that socio-demographic variables have a significant impact on consumer behavior in the fresh milk market and, implicitly, on the choice of mountain products. Thus, the youngest respondents are more aware of the importance of increasing the consumption of mountain dairy products in their context of conserving environmental resources. At the same time, the younger consumer segment allocates a lower budget for searching for food products compared to the rest of the consumers participating in the research in question [6,18].

Previous research has highlighted that socio-demographic characteristics such as gender, age, income, and household size significantly consumer behavior regarding mountain dairy products, including their willingness to pay a higher price. Women with children, younger consumers, and higher income individuals show greater interest compared to other demographic groups. Also, awareness of sustainable agriculture, both from ecological and economic perspective, positively supports purchase decisions on mountain products market.

Thus, the last hypothesis (H5) of this study is:

H5. 

Consumers’ socio-demographic characteristics (age, education, income, and residential environment) influence their consumption frequency, purchase location preferences, perceptions and attitudes related to certified mountain products, and their willingness to pay a higher price.

3. Research Design

3.1. Research Purpose and Specific Objectives

The main objective of this research is to investigate consumers perceptions, attitudes and their behaviour related to mountain products. Starting from this purpose, the following specific objectives (OS) have been determined:

• OS1: To identify the level of knowledge and understanding of the “mountain product” label among consumers.
• OS2: To examine how consumers’ socio-demographic characteristics influence their consumption habits on the mountain products market (frequency of consumption, preferred products, purchase locations, and criteria guiding their purchasing decisions).
• OS3: To assess consumers’ willingness to pay a higher price for certified mountain products.
• OS4: To assess consumers’ perception of the health benefits resulting from the consumption of certified mountain products.

3.2. Key Variables of the Research

This study analyzes several key variables to better understand consumer behavior and perceptions regarding certified mountain products.

The independent variables considered in this study include demographic and socio-economic characteristics such as age, gender, education level, income, and area of residence, as well as consumers’ level of knowledge regarding the “mountain product” certification. Additional variables include the frequency of purchasing local or traditional products, preferred purchase channels (market, supermarket, or direct from the producer), and the types of mountain products consumed.

The dependent variables focus on consumers’ perceptions, attitudes and behaviors towards these products. These include trust in the “mountain product” label, willingness to pay a premium, perception of the quality/price ratio, and perceived health benefits.

By analyzing these independent and dependent variables, the study aims to provide a comprehensive understanding of consumer motivations, preferences, and perceptions regarding certified mountain products.

3.3. Sampling and Target Consumers

The research addresses consumers aged 18 and above residing in Bucharest and Ilfov county, who purchase food products regularly and are at least occasionally familiar with local or mountain products. The total population of the area is 2,305,447 inhabitants, from which 1,864,710 aged 18 years and over [29]. Using a confidence level of 90% and an error margin of ±3%, the sample size was set at 576 respondents, using the simple random sampling [30], ensuring that each individual had an equal chance of being included in the study.

3.4. Research Tool Design

The main research instrument was a structured questionnaire consisting of 17 closed-ended questions with predefined answers, including multiple-choice and Likert-type scales. The survey (Appendix A) was organized into four sections: socio-demographic data (age, education and income level, type of residence environment), knowledge and perception of certification, consumption habits and perception of price and value of these products. Thus, each section of the questionnaire aims to achieve one of the specific research objectives. A pilot test was conducted with 10 respondents to ensure clarity and improve formulations. Each interview lasted approximately 10 min.

3.5. Data Collection and Analysis

The data were collected between May and June 2025 through a questionnaire administered to 576 participants from the Bucharest-Ilfov metropolitan area. The survey was distributed both in physical format and online via Google Forms, allowing for standardized, comparable, and easily analyzable data. Responses were processed using SPSS program.

3.6. Research Hypothesis Validation

Based on the defined variables, the literature background and the research design, five hypotheses were formulated to test the relationships between consumer awareness, purchasing behavior, and perceptions of certified mountain products, also while considering the influence of socio-demographic characteristics. Data were processed using SPSS Statistics 20.

In accordance with specialized literature descriptive statistics (frequency distributions, measures of central tendency) were applied for all hypotheses. In addition, comparative statistical methods (chi-square test, contingency coefficient, Cramer’s V coefficient) were used where appropriate, particularly for the last hypothesis, which addressed correlations. A chi-square test value < 0.05 indicates a significant relationship between the independent and dependent variables, justifying the calculation of the contingency coefficient. A higher value of the contingency coefficient demonstrates a stronger influence of the independent variable on the dependent variable. Since the maximum value of the contingency coefficient depends on the size of the contingency table, Cramér’s V was also calculated, which varies independently of table size between 0 and 1 (0–0.1 very weak relationship; 0.1–0.3 weak; 0.3–0.5 moderate; >0.5 strong relationship) [30].

This approach enabled the validation of research hypotheses and the identification of significant factors influencing consumer perceptions and behaviors.

Coherence Between Research Topic, Objectives, Hypotheses, and Questionnaire Design

The overall aim of this study is to determine consumer attitudes, perceptions, and level of awareness regarding certified mountain products, as well as their purchase intentions toward these products. Based on these findings, the research seeks to formulate recommendations for policy measures and strategic actions that can strengthen both consumer trust and the market positioning of such products. To ensure coherence between the research objectives, hypotheses, and survey content, their alignment is illustrated in Figure 1. Thus, the synergy between the research objectives (OS), the questions included in the questionnaire (Q), and the research hypotheses (H) can be observed as follows:

• OS1 is linked to Q6–Q9 (Section II); its achievement supports the validation of H1.
• OS2 is linked to Q10–Q14 (Section III) and Q1–Q5 (Section I); its achievement supports the validation of H1 and H5.
• OS3 is linked to Q14–Q16 (Sections III and IV); its achievement supports the validation of H2 and H3.
• OS4 is linked to Q17 (Section IV); its achievement supports the validation of H4.

4. Results

4.1. Sample Characteristics

The analysis of socio-demographic data represents an essential step in understanding the profile of consumers who participated in this study. The questionnaire was completed by a total of 576 respondents, aged over 18, selected to reflect the target population in Bucharest-Ilfov region.

The sample structure reflects a varied distribution according to gender, age, level of education, residential environment and family income, all of these variables providing a complex perspective on the demographic characteristics of the participants. In

Table 2. Sample characteristics.

Independent Variable	Category	Sample Distribution (%)
Age (years old)	18–25	3.3
	26–35	16
	36–45	11
	46–55	55.6
	56–65	7.8
	over 65	6.3
Gender	female	69
	male	31
Education level	High school	9.4
	University	54.3
	Postgraduate	36.3
Income level (ron)	Under 2000	1.6
	2001–4000	9.7
	4001–6000	17.5
	6001–8000	25.3
	Over 8000	45.8
Residence	Urban	92
	Rural	8
	46–55	55.6
	56–65	7.8
	over 65	6.3

Source: Authors’ calculations based on survey data analyzed in SPSS (responses to Section I, questions Q1–Q4 Appendix A). Note: The data presented in this table are derived from survey responses and represent descriptive results of the study prior to hypothesis testing.

the structure of the research sample is presented according to the main demographic characteristics of the respondents.

The preliminary analysis shows that the majority of respondents are women (69%), and the largest age group is represented by professionally active people, between 26 and 55 years old, totaling over 80% of the sample. Regarding the level of education, almost 90% of respondents have higher education, which indicates a potential high degree of information within the studied group. The majority of respondents (90%) have a monthly income of over 4000 ron (approximately 800 euro) per family, which may influence their willingness to purchase such products. People from urban areas predominate, representing over 92% of the total sample, and 8% are from rural areas (localities bordering the capital).

4.2. OS1 Achieving: Knowledge, Perception and Attitudes of Mountain Certification

In this study, an important component is related to the assessment of the consumers degree of knowledge and perception regarding the dairy mountain products.

Knowledge of certification is a component that refers to the level of information that consumers have regarding the existence, meaning and criteria of the “mountain product” certification. The purpose of this question is to assess the degree of awareness and to identify any information gaps. The perception of certification concerns the way in which consumers understand, interpret and value the “mountain product” label. The purpose of the question is to understand the purchase motivations and psychological barriers related to the acquisition of these products.

The results presented in

Table 3. Achieving OS1. Knowledge and perception of the “mountain product” label.

	YES		NO
	Number of People	Share	Number of People	Share
Have you heard of the “mountain product” label? (Q6)	512	88.89%	64	11.11%
Does the “mountain product” label influence the purchasing decision? (Q9)	55	9.55%	521	90.45%

Source: Authors’ calculations based on survey data analyzed in SPSS (responses to Q6 and Q9).

reveal two key dimensions regarding consumers’ relationship with the “mountain product” label. The first refers to the level of knowledge, and the second to the influence of the label on the purchase decision. The promotional messages reached a large part of the public, as attested by the 512 respondents, representing 88.89% of the surveyed subjects who declared that they had heard of the “mountain product” label. This indicates a high degree of notoriety of this certification among the population. Information campaigns regarding the label were effective in increasing its visibility, and the label is already present in the public consciousness. Although the label is very well known to consumers, only 9.55% of respondents (55 people) state that it influences their purchase decision.

This discrepancy between notoriety and behavioral impact signals a possible lack of clarity on the real benefits of certification, the fact that other criteria (price, taste, appearance, brand) are prioritized in the decision-making process or insufficient communication regarding the added value associated with mountain products. Thus, the first hypothesis of the research according to which “Consumers who are aware of the “mountain product” label are more likely to purchase such products” is not confirmed.

The next question analyzed refers to the comparison between certified mountain products and regular ones, aiming to capture consumers’ perception of their value and quality (Q8). Thus, 65.10% of respondents consider that certified mountain products are better than regular ones, which reflects a high degree of confidence in the added value brought by certification in terms of taste, naturalness, tradition or health. 33.33% of the people surveyed say that they cannot say, which indicates hesitation or lack of direct experience with such products, a limited level of information or clarification of the benefits of certification, low accessibility of these products on the market or the need for stronger promotion and education actions. Only 1.56% consider them to be the same as other products, which suggests a clearly positive perception among the informed public.

4.3. OS2 Achieving: Shaping Consumption Habits Related to Consumers’ Socio-Demographic Characteristics

The centralized responses on showed that the largest share of surveyed consumers (38.02%) chooses to buy mountain products once a week. This suggests a constant and regular preference for these products, as they are part of their weekly diet. A smaller share (9.55%) chooses specific products 2–3 times per month, reflecting intermittent consumption, while another 9.55% purchase them only occasionally. At the sample level, daily buyers are the fewest (6.42%), suggesting that mountain products are mostly considered a delicacy or for special occasions rather than everyday consumption (Figure 2a).

The question regarding consumers’ general preferences for mountain highlights that all respondents consume mountain dairy products (cheese, milk, yogurt). Thus, the status of these products is the most widespread and appreciated among consumers. This unanimity may reflect the fact that dairy products are perceived as basic products, easily accessible and with a high frequency in the daily diet. At the same time, the tradition of mountain dairy products in the Romanian gastronomic culture may play an important role in this preference.

According to the results obtained for this question, honey (49%) and berries (30%) stand out alongside certified dairy products as being preferred by consumers. This hierarchy in consumers preferences (Figure 2b) shows the positive evolution of food consumption behavior, according to the target objectives set at the level of European strategies and policies [16,17].

Regarding the place of purchase the results indicate a diversity of purchase channels (answers to Q13), with a significant preference for direct sources (producer 55.56% and market 47.57%), but also with a high share of supermarkets (50.87%). Online sales are clearly marginal in this context (4.69%). The option directly from the manufacturer suggests a significant preference for local products, which involves positive connotations regarding sustainability. This orientation indicates the trend of valuing short supply chains and direct relationships with producers, as an alternative to conventional commercial channels. Supermarkets are a major source of supply, representing a dominant supply channel. The low percentage of the online option indicates a limited use of this supply channel, which may reflect either a lack of trust in digital purchases for agri-food products, or a limited offer insufficiently adapted to consumer requirements. At the same time, the preference for direct interaction with sellers and physical evaluation of products may reflect not only the specific nature of the goods sold (fresh or traditional products), but also the demographic profile of buyers.

4.4. OS3 Achieving: Price and Value Perception

To illustrate consumers’ perception of the price and value of certified mountain products, three specific questions were included in the questionnaire. The first one refers to the consumer’s perception of the quality/price ratio (Q15). The second question in this set refers to the willingness to pay extra, a key indicator of the perception of value (Q16). To analyze in more depth, this indicator will be correlated with the respondent’s profile (income, education, frequency of purchase). The last question in this set of questions refers to consumers’ perception of the health benefits of consuming certified mountain products (Q17).

The results of the questionnaire indicate a positive perception of the quality/price ratio of certified mountain products (58.68% of respondents). However, almost a third of the participants (192 respondents) consider it unsatisfactory. The low percentage of respondents (4.69% of the people surveyed) who perceive the ratio as very good suggests that, although accepted, certified mountain products have not yet managed to establish themselves as leaders in perceived value among the general public. At the same time, the percentage of 3.30% (19 people) of those who consider this ratio to be satisfactory suggests that respondents tend to have polarized (positive or negative) opinions, less moderate. Thus, the second hypothesis of the research according to which “Consumers are willing to pay a higher price for certified mountain products” is validated.

The majority of consumers (87.33%) are willing to pay up to 25% more, which indicates an openness towards certified mountain products, but also a high sensitivity to price. Only 18 people, representing 3.13% of the total number of those interviewed, would accept a significant price increase (26–50%), which suggests that a premium (high) price is not sustainable for the general public. However, there is also a category of those who are not willing to pay any more (9.55%), which reflects skepticism towards the benefits of certification or financial constraints. The third hypothesis of the research according to which “The mountain product label is perceived as an indicator of quality and justifies a higher price” is also confirmed.

4.5. OS4 Achieving: Consumers’ Attitudes Regarding the Health Benefits Related to the Consumption of Certified Mountain Products

The achievement of OS4 involves understanding consumers’ attitudes toward the health benefits of consuming certified mountain products. Thus, a clear majority (72.92%) believe that certified mountain products bring health benefits (Q17). This attitude is a strong asset for positioning mountain products in the market. Consumers associate mountain certification with naturalness, lack of additives, traditional production methods or clean provenance. The fact that no respondent answered negatively to this question indicates a high level of trust in this category of products. This can be capitalized on in branding and communication strategies focused on health. Just over a quarter (27.08%,) answered “I don’t know”, indicating that these respondents are either uninformed or unsure. Thus, the good perception of health benefits related to certificate mountain product consumption contributes to the economic justification of the consumer’s purchase. The fourth hypothesis (H4) of this research is confirmed.

4.6. Correlations Between Socio-Demographic Characteristics and Consumer Behavior, Attitudes, and Perceptions

Based on the existing literature (Staffolani et al., 2023; Madududu et al., 2024; Bassi et al., 2021; Finco et al., 2017) [3,6,19,28], the present study’s H5 starts from the premise that consumers’ socio-demographic characteristics influence, to a greater or lesser extent, their perceptions, attitudes, and consumption behavior related to certified mountain products. In order to estimate the impact of the independent variables on the frequency of centralized responses within the applied questionnaire, correlations among the respondents’ socio-demographic characteristics were examined using SPSS.

Based on the methodology outlined in the Section 3.6, correlations between the consumers age, gender, income and education level, their residence environments and their behavior towards certified mountain products. The following section outlines the results obtained through SPSS processing. For each independent variable, a number of 40 correlations were simulated.

Age of the respondents influences their answers in 35 studied cases, to a greater or lesser extent, as follows (Figure 3). The values of Cramér’s V coefficient ranged between 0.190 and 0.447, indicating associations of weak to moderate strength between the analyzed variables.

Age exerts a limited influence on the preference for dairy products, as these are widely consumed across all age groups. Similarly, it has a weak impact on supply preferences, with direct purchases from producers or online platforms being commonly chosen regardless of age. Furthermore, age shows only a minor effect on the decision to purchase mountain products, or on perceptions regarding their health benefits and contribution to the local economy. A moderate association is observed between age and the preference for traditional foods and medicinal plants. Age also moderately influences the choice of purchasing mountain products from markets, where decisions are often shaped by affective and empathetic factors. Moreover, age affects perceptions of the quality–price ratio of mountain products and the willingness to pay a premium. While younger consumers tend to be more price-sensitive, older individuals—particularly those concerned with health and sustainability—are generally more willing to pay a higher price for products perceived as natural or high-quality. The SPSS analysis indicates a significant influence of age on the frequency of consumption of certified mountain products. Additionally, age has a strong impact on both for the preference regarding consumers’ willingness to pay a premium price for certified mountain food products, as compared to conventional alternatives.

The results highlight a positive correlation between the age of the respondents and the frequency of consumption of certified mountain products (Figure 4a). People aged 46–65 purchase these products more frequently than respondents in other age groups. On the other hand, a negative correlation is noted between age and the willingness to pay a higher price for certified mountain products (Figure 4b).

Thus, younger respondents show a greater openness to paying a higher price for these products, compared to older people. This difference can be explained, in part, by the frequency of consumption: older people, who purchase mountain products more often, are more price-sensitive and take price into account in their purchasing decision, unlike younger respondents, who, although they consume less frequently, are more willing to invest in certified products when they choose to buy them.

The respondent’s education level influences their answers in 35 studied cases, to a greater or lesser extent, as follows (Figure 5). The values of Cramér’s V coefficient ranged between 0.108 and 0.395, indicating associations of weak to moderate strength between the analyzed variables.

Education level shows a weak influence on the consumption of certain food products, such as milk and dairy, meat, honey, and berries, regardless of their certification status or origin. Consumers across education levels tend to exhibit similar behaviors, often purchasing such products without verifying their certification (organic, ecological, mountain) or origin. This pattern may reflect limited consumer awareness or interest in traceability and product authenticity, even among individuals with higher education. Moreover, education level has small impact on sourcing preferences, the decision to purchase certified mountain products, or on perceptions regarding health benefits and support for the local economy. These findings suggest that formal education alone is insufficient to influence the consumption of certified mountain products. Therefore, targeted awareness and information campaigns are necessary to raise consumer understanding and highlight the value of certified and traceable products at the point of sale.

Education level moderately influences the frequency of consumption, the perception of the quality/price ratio, and the willingness to pay a premium for certified products. While higher education may contribute to more conscious consumer behaviors, it does not unilaterally determine them. For instance, well-educated consumers may be more aware of the benefits of certified products, but factors such as income level and product affordability remain critical barriers.

Furthermore, education appears to affect how consumers evaluate product attributes: individuals with higher education levels more frequently associate certified products with better taste and competitive pricing strategy, likely due to greater awareness of production processes, ingredient quality, and environmental standards. Nonetheless, even these consumers may perceive such products as expensive and may not purchase them regularly if constrained by income.

These findings emphasize the need for integrated strategies that combine consumer education, product visibility, and economic accessibility. Results from the SPSS analysis indicate that education level significantly influences the frequency of consumption of certified mountain products. It also affects the preference for specific product categories, such as medicinal plants, and enhances the perceived benefits of certified products, particularly regarding superior taste and environmental sustainability. Interestingly, the analysis revealed a negative correlation between education level and consumption frequency. Thus, respondents with undergraduate degrees reported consuming certified mountain products more frequently than those with postgraduate education, and also more often than high school graduates. This non-linear relationship suggests that factors beyond education (lifestyle, income, or intrinsic values) may determine consumer behavior in a more complex way (Figure 6).

Respondents’ residential environment influences their answers in 25 studied situations, to a greater or lesser extent, as follows (Figure 7). The values of Cramér’s V coefficient ranged between 0.103 and 0.433, indicating associations of weak to moderate strength between the analyzed variables.

The residential environment exerts a limited influence on several aspects, including the choice of sourcing channels (supermarkets or local markets), preferences for several mountain products, awareness of the mountain product concept, willingness to pay a higher price, perceived health benefits, and price-influenced purchase decisions.

Although differences between urban and rural respondents exist, they are relatively minor. The similar accessibility of supermarkets and local markets across both settings may account for the weak influence on sourcing preferences. Likewise, while rural consumers may have more direct access to traditional or local products, urban consumers also report similar behaviors, suggesting that other individual or socio-economic factors may play a more decisive role than geographic location.

The residential environment moderately influences the consumption of traditional foods, the frequency of their consumption, and the preference for sourcing from local markets. This suggests that place of residence does shape consumer behavior to some extent, though it is not the primary determinant.

In rural areas, consumers tend to have a stronger connection with traditional foods, driven by easier access, community traditions, and cultural practices. In contrast, urban consumers may rely more on specialized stores or modern food outlets but still exhibit an appreciation for traditional food products. Rural consumers are also more likely to source products directly from local producers or markets, whereas urban consumers tend to use a wider range of channels, including supermarkets. This moderate influence indicates that the residential environment shapes traditional food habits but does not exclusively determine them. In order to promote and support the consumption of traditional foods, it is important to take into account both the cultural specificity and accessibility in rural areas, as well as the trends and consumption options in urban areas. Thus, marketing policies and strategies should be adapted to respond to the particularities of each segment.

According to the SPSS simulation results, the residential environment significantly influences both the consumption and frequency of consumption of certified mountain products, as well as preferences regarding their purchase locations (Figure 8a).

Certified mountain products are more commonly consumed by urban residents in general. However, among those rural consumers who do choose to consume such products, the frequency of consumption is higher compared to other consumers (Figure 8b). This indicates that while urban areas may offer broader access, rural consumers may demonstrate stronger habitual consumption patterns once engagement with these products occurs.

The respondents’ income level influences their answers in 39 studied situations, to a greater or lesser extent as follows (Figure 9). The values of Cramér’s V coefficient ranged between 0.132 and 0.531, indicating associations of weak to strong correlation between the analyzed variables.

Respondents’ income has a limited impact on the consumption of certain product categories such as dairy products, meat and meat products, berries, and medicinal plants. The correlation between income level and place of purchase is observable, but not statistically significant. Supermarkets are frequented by respondents across all income levels, suggesting a shared preference for convenience and accessibility, rather than income-driven choices. Similarly, agri-food markets are used by all income categories consumers, indicating a general attachment to local and traditional products that transcends income brackets.

Moderate correlations were identified between income level and several variables relevant to certified mountain product consumption: purchase frequency, awareness of certification labels, product characteristics and quality/price ratio perception.

Higher-income individuals tend to purchase mountain products more frequently, likely due to their ability to afford premium pricing. Also, this category demonstrates greater awareness and understanding of the “mountain product” concept, suggesting that income may facilitate better access to information or attention to labeling.

Consumers with higher incomes place more emphasis on quality, authenticity, and natural origin, reflecting more discerning purchasing criteria. Wealthier consumers perceive the price of certified products more favorably, being more willing to pay a premium for perceived value.

Income level shows a strong influence on consumer preferences for certified mountain products. Respondents with higher incomes are not only more likely to purchase such products but also to allocate a larger budget for them, particularly when they are certified as organic, ecological, or sustainably sourced. This category of respondents reflects a broader concern for product quality, environmental impact, and authenticity. Higher-income consumers often associate mountain products with a healthy and eco-conscious lifestyle, and this association significantly influences their purchasing decisions.

To increase the visibility and attractiveness of mountain products, promotion through traditional channels such as television can be effective. TV commercials can convey messages regarding the authenticity, quality and ecological benefits of the products. Personalized labels highlighting the origin and certifications of the products can boost consumer confidence and increase their attractiveness on the shelves. In addition, improving merchandising techniques at the points of sale, through an attractive and informative presentation, contributes to increasing sales.

5. Discussion

Globally, consumers show both common characteristics and particularities differences in terms of awareness, attitudes, perceptions, and actual purchasing behavior of mountain products. This study underpins this assertion, based on a preliminary review of the specialized literature but also on and the main outcomes from the quantitative research conducted among Romanian consumers of mountain products. In

Table 4. Key traits and behavior patterns of foreign vs. national mountain product consumers.

	Profile Characteristics	Consumer
		A	B*
Awareness	Mountain product/certified mountain product concepts	4	3
	Importance for sustainable agricultural practices, biodiversity conservation, and the development of rural communities	4	3
	The positive impact on the environment and public health	4	3
Attitudes	Value intrinsic aspects (traditionalism, environmental concern, interest in support for local economy)	4	3
Perceptions	Associate certified mountain products with naturalness, authenticity, and healthier lifestyles	5	3
Behavior	Consumers prioritize price when selecting food products	3	5
	Willingness to pay a premium price for certified mountain products	4	2
	Preference for buying from supermarkets	2	4
	The extent to which socio-demographic characteristics influence the selection of profile products:
	age	4	3
	gender	4	5
	education level	4	2
	income level	3	5

Source: Authors’ calculations based on literature background (column A) and the main research outcomes (column B) * 1—low; 2—low to moderate; 3—moderate; 4—moderate to high; 5—high.

a comparative synthesis of the extent* to which Consumer A (foreign consumer) and Consumer B (national consumer) display the highlighted characteristics is presented.

The preliminary outcomes of this study indicate a high level of awareness among consumers, with 88.89% reporting familiarity with the “mountain product” label. However, only 9.55% declared that this certification influenced their purchasing decisions. Consequently, H1 according to which “Consumers who are aware of the ‘mountain product’ label are more likely to purchase such products” is not confirmed, highlighting a gap between knowledge and actual purchase behavior. This discrepancy aligns with Mainali et al. (2024), who found that although Romanian consumers in Brasov, Romania, were aware of the mountain label, many were uncertain about their purchasing decisions and only about half were willing to pay a premium [31]. Main results indicate that increasing consumer knowledge through promotional campaigns and education is crucial to enhance the effectiveness of certification schemes and reduce consumer uncertainty. Factors such as price, taste, brand recognition, or accessibility appear to outweigh certification in influencing decisions. These findings are directly linked to objective OS1 of this research and are strengthened by the legislative and institutional context surrounding mountain product certification in Romania. The formal establishment of mountain area regulations and the mountain product quality scheme, as documented in previous publications [32,33], supports product visibility, market transparency, and producer income generation.

Regarding consumption patterns, the results reveal that most respondents purchase mountain products weekly (38.02%), while daily consumption is rare, suggesting that these products are often considered delicacies or for special occasions. Dairy products are universally consumed, with honey and berries also highly preferred. Consumers show a strong preference for direct purchases from producers (55.56%) and markets (47.57%), alongside supermarkets (50.87%), whereas online sales remain marginal (4.69%). These findings, directly linked to OS2, indicate that preferences for direct acquisition reflect both an appreciation for local, sustainable products and the influence of socio-demographic characteristics on consumption behavior. Earlier research also indicated that differences in consumption frequency are associated with variations in purchase location and the relative importance of factors such as price, health benefits, and nutritional value, thus supporting the role of direct sourcing in consumer choices [34].

These findings are consistent with the broader literature on short food supply chains (SFSC), which emphasizes their role in reconnecting production with consumption, promoting rural development, and restoring trust in food systems through spatial, social, and economic proximity [9,35]. Previous research also highlights that SFSCs reduce greenhouse gas emissions and energy consumption, while strengthening social cohesion and regional identity [28,36,37,38].

Studying consumers’ perceptions and attitudes regarding price, value, and health benefits revealed that 58.68% perceive the quality/price ratio of certified mountain products positively, while 87.33% are willing to pay up to 25% more, indicating openness to premium pricing despite price sensitivity. The high positive perception of health benefits (72.92%) confirms H4, according to which Consumers’ perception of health benefits contributes to the economic justification of their purchase. Likewise, the perception of superior quality justifying a higher price supports H2 and H3. Previous studies, including those focused on the Romanian market, have shown that organic and certified products are still niche categories but are gaining consumer acceptance, a trend that aligns with our findings on premium pricing and perceived quality [39]. Similar approaches, such as the Km 0 label, also aim to reinforce direct producer–consumer relationships at local and regional levels [40]. However, researchers emphasize that while shortening food chains is increasingly promoted as a sustainable strategy, it cannot be regarded as a standalone solution but should be integrated into broader systemic transitions [41,42,43]. These perspectives reinforce the interpretation of our findings, suggesting that consumer willingness to pay more for certified mountain products is not only linked to perceived health benefits and quality but also to the broader values of sustainability and trust in food systems.

Socio-demographic characteristics significantly influence consumption behavior, confirming H5 according to which “Consumers’ socio-demographic characteristics influence their perceptions, attitudes, and consumption behavior regarding certified mountain products”. Older consumers (46–65 years) purchase certified products more frequently, while younger consumers demonstrate higher willingness to pay premium prices despite lower consumption frequency. Education level affects the evaluation of product attributes, such as taste and environmental quality, but does not linearly determine consumption frequency, suggesting lifestyle, income, and personal values also shape behavior. Urban residents generally consume more certified products overall, whereas rural consumers exhibit stronger habitual consumption patterns once engaged. Family income is an essential variable in the context of this research, given the high prices of certified mountain products. Thus, over 90% of respondents have a monthly income of over 4000 lei (approximately 800 euro) per family, which may influence their willingness to purchase such products. These findings resonate with Zulkifli et al. (2023) [44], who reported that age, gender, and income influence acceptance and preferences for goat milk products, with health, taste, and price as key determinants. Similarly, education affects the perception of quality, taste, and environmental benefits, though it does not entirely determine purchase frequency, highlighting the need for targeted awareness campaigns.

Implications for Policy, Marketing, and Future Research

A key finding of this study is the identification of a gap between consumer knowledge and actual purchase behavior in the certified mountain products market, especially pronounced in Romania relative to other European countries. Another key finding is that the price of certified mountain products significantly influences purchasing decisions, often outweighing the impact of the mountain product label or other intrinsic consumer values. Eliminating price barriers is particularly important for actors along the agri-food chain, since younger consumers, who favor sustainable products benefiting both the environment and their own health, often have the most limited purchasing power. Accessibility remains a key challenge for certified mountain products, especially dairy items, which are the most frequently consumed. Consumers largely favor supermarkets, regardless of their income or education. Enhancing product availability and shelf visibility is thus a joint responsibility of policymakers and commercial actors, including retailers, supermarkets, and hypermarkets.

In summary, the findings highlight a clear shift among food consumers towards greater interest in sustainable products that address the economic, social, and environmental dimensions of development. Like their European counterparts, Romanian consumers seek to support the local economy and live in a cleaner environment with healthier lifestyles. They also prefer fresh, natural products rooted in traditional recipes, and the presence of labels enhances their sense of trust and product safety. Nevertheless, actual purchasing decisions remain strongly shaped by product price and the accessibility of certified items on the shelves of commonly visited stores.

To better align Romanian consumers’ perceptions, attitudes, and needs with their actual purchasing behavior, a brief synthesis of recommendations for producers and policymakers on certified mountain products, including the dairy sector, is presented (Figure 10).

6. Conclusions

By highlighting the role of certified mountain products in preserving tradition, ensuring traceability, and promoting sustainable food systems, this study underlines their strategic importance for advancing the objectives of the European Green Deal and the Farm to Fork Strategy. Strengthening consumer awareness, accessibility, and trust in these products can contribute not only to healthier and more sustainable diets, but also to the resilience of rural communities and the valorization of mountain areas within the European agri-food system. Thus, mountain products are more than a niche market. They represent a potential pathway for sustainable food systems. Enhancing their visibility and accessibility can foster healthier diets, reinforce consumer trust, and support the socio-economic resilience of mountain communities.

This study successfully achieved its specific objectives by highlighting the level of knowledge, attitudes, perceptions, and consumption behaviors regarding certified mountain products among consumers in Romania. Similarly to previously studies, it reveals significant correlations between consumers’ socio-demographic characteristics and their behavior towards these products. Age, education level, area of residence, and income influence consumption frequency, quality perception, price sensitivity, and preferences for points of sale. These findings highlight the need for differentiated communication and marketing approaches for each consumer segment.

However, this study has some limitations, such as the sample size, the uneven distribution of respondents across certain socio-demographic categories. At the same time, the use of a self-assessment questionnaire may introduce a degree of subjectivity in the responses, as the perceptions and behaviors expressed may not always accurately reflect reality.

Future Research Directions

Starting from the hypotheses validated in the present study, future research could include comparative studies between regions to identify geographic differences in consumer behavior, longitudinal analyses to track changes in attitudes and purchasing over time, and in-depth qualitative research to gain a deeper understanding of the motivations, preferences, and barriers influencing the consumption of certified mountain products. Additionally, research could focus on specific consumer segments, such as younger consumers, with particular emphasis on key mountain products like milk or other core items. Such studies would provide valuable insights to guide producers, policymakers, and marketers in developing more effective strategies for promoting certified products.