Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development

Vol. 13, Issue 4, 2013

PRINT ISSN 2284-7995, E-ISSN 2285-3952

THE ATTITUDE AND MOTIVATION OF BUYERS OF TRADITIONAL/

LOCAL/BIO PRODUCTS IN THE CONTEXT OF AGROTOURISM, IN
SIBIU COUNTY, ROMANIA

Mirela STANCIU

”Lucian Blaga” University of Sibiu, 5-7 Dr. Ion Ratiu Street, Sibiu, Romania,
Phone/Fax:0269/211338; E-mail: mirela_stanciu2008@yahoo.com

Corresponding author: mirela_stanciu2008@yahoo.com

Abstract

Based on the statistical data concerning the sheep breeding in district Sibiu and on the information obtained by
making investigations markets and fairs where they sell traditional/bio products, the extent was appreciated to
which this products are known and desired. The survey was conducted between May and November 2012 in four
locations: “Transilvania Peasant Market (Piata Taraneasca Transilvania)”, “Traditional agro-food products Fear
(Targul de Produse Agroalimentare Traditionale)” from Huet Market, “Traditional Products and Handicrafts Fear
(Targul de Produse Traditionale si Mestesugaresti)” inside the Carrefour hypermarket and in “Agricultural
Market” Rasinari, Sibiu county. There were also comments mentioned on the topics on the occasion of Peony
Festival (Festivalul Bujorului) from Gura Raului (July 2012), “Cheese and Plum Brandy Festival (Festivalul
Branzei si al Tuicii” from Rasinari Commune (August 2012), “Countryside Fear (Targul de Tara)” from the
Museum of Popular Civilization Astra Sibiu (August and September 2012). The research instrument used was the
questionnaire. The items of the questionnaire aimed to identify issues such as motivation of buying
traditional/local/bio products, frequency of supply with traditional/bio products, the link established with
manufacturers, knowing locations where you can buy traditional/bio products. Research methods were
documenting appropriate, design and develop of a questionnaire, 25 buyers of traditional/bio products were asked.
The questionnaires were applied by a single interviewer.

Key words: bio, markets, mountain, recovery, sheep

INTRODUCTION of rural landscapes and the protection of

natural resources.
The quality food products for consumers, nice There are differences between the concept of
landscape for tourists, rich biodiversity for traditional product and the concept of local
those who want to preserve nature, innovative product.
business opportunities for farmers, all these Traditional product is the product which must
represent high nature value farming. These be made from traditional raw material, to
agricultural systems are very important present a traditional composition or a mode of
because they promote the care for natural production and/or processing reflecting a
resources, which in many countries of the technological process of production and/or
European Union have been neglected and lost. traditional manufacturing and clearly
Also, they help to inform about the crucial distinguishes products of the same category.
role that the farmer has in the maintenance of [1] In our country there are regulations on the
the natural and cultural treasury by the certification of traditional products. The
traditional method that he uses to work his certification of traditional products [2, 3]
land, by the traditional way that he has for the represents the recognition of tradition of a
preparation of food and he continues to make product by registration in special register, in
superior quality products by multiplying and accordance with the rules on the conditions
sharing with the following generations the and criteria for the certification of traditional
traditions and customs related to the nature, products. All this products can be considered
this way of living leading to the preservation a source of food for tourists. [10]

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The local product - the specific terminology practice of grazing, a traditional job
entitles them important products for the transmitted form generation to generation.
preservation of nature, or High Nature Value -contribute to the preservation of rural
Products. These are the products that help to landscapes, by the preservation of biodiversity
maintain the natural landscapes in the rural –species of plants and animals, habitats and
areas, by the continuous agricultural practices natural resources, due to a reduced
of farmers for the growth of animals, and the involvement of human interventions;
works of the land. The local products also -help to maintain the agricultural traditional
represent an important principle of the practices
development of local economy. [5] -extensive agriculture, the main type of using
In an attempt of defining them we can say that the lands and fields
they are food products, services obtained and -the use of organic raw, according to the
consumed at the local area. Food products and fertilization requests
agricultural practices by which the land -the reduced density of animals, having in
pastures, orchards are dealt with, but also the consideration the natural capacity of
way in which animals are being used and production of the pastures; (grazing can be
kept, play an important role in the made with max 1 UVM /hectare);
maintenance of local culture, of the landscape, -reduced human intervention
but especially for human health and that of the -reduced existence of technology, the use of
children. Thus the obtainment and sale of manual practices
local food products represents an important The type of products that can be considered
factor for the maintenance and development local and of having high local value are: milk,
of the community, and in the main time a diary, cheese, meat products: stock, sheep,
source of sustainable benefits for local sausages, smoke dried salt meat, marmalade,
economy. jam and tinned fruits, honey and products of
A local important product for the preservation honey; products from forest fruits and
of the nature is that, that helps to the medicinal herbs, wine and natural juices,
preservation of biodiversity of the rural space plum brandy
–species of plants and animals that depend on The agrotourism is compatible with green
this kind of environment- the preservation of economy. That compatibility is sustained by
habitats and rural landscapes, as well as the the idea of green tourism, i.e. of tourism
protection of natural resources- by the usage practiced in relation with Nature. Green
of friendly environment practices; the tourism represents one of the three branches
development of local economy, supporting of tourism industry [7], together with travel
farmers from semi-sustenance, by maintaining industry and hospitability industry. The green
the agricultural activities in farm systems. colour has been chosen especially because it
The local products important for the is in synchrony with the rural zone and with
preservation of the nature must: the Nature. The green tourism is defined as a
-support the local economy- by the proper touristic activity practiced in the agro-rural
valuation of the local products, the obtained space from the province zones, but also in low
incomes must return to the farmers and this populated zones, as well as in certain
way the help to support his future activity and mountain zones which do not have a special
the maintenance of farm systems destination. [8]
-preserve and maintain the local cultural Regarding the attitude and behavior of buyers,
treasury and help to the maintenance of the there are studies showing that standard food
cultural identity of rural areas, by promoting offered at affordable prices, usually satisfy
local traditions and customs, local psychological needs and find a large number
celebrations where customs, habits and way of of consumers. High quality food play in
dressing are being promoted, but also the addition to these the role of representing the
social class and groups with high income, and

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even projecting an image of them. Thus, Concerning the site where supply these
according to these studies, in the opinion of products, 26% buy only from local markets,
consumers, on the first place are food 20% buy from markets and special stores,
products to use – 40%, hygienic food products 20% buy direct from producers. Another
– 30%, organoleptic food products – 20%, and category of buyers (18%) make their supply
nutritional and dietary products have a share from the market and from the producers at
of 10%.[9] home and 16% have three sources of supply:
from markets, special stores and direct from
RESULTS AND DISCUSSIONS the producers (Fig.1).
When asked why they buy this traditional
Data concerning the sheep breeding in products, 20% answered they consider them
district Sibiu healthy, 12% for their quality, 3% for they are
Sheep breeding in district Sibiu is a many fresh, 3% trust the producer, 5% buy the
centuries, traditional activity. It is the main products for they are fresh and have a good
activity in area Marginimea Sibiului where quality, 8% for they are healthy and have a
farming is practiced alongside with traditional good quality. However 9% chose them
activity on the processing of specific products because they are healthy, they have a good
with a strong local character. Sibiu, with quality and trust the producers, 12% buy
approx. 459,000 sheep and 1,732 farms takes traditional and bio products because they are
the second place in the country in terms of fresh, healthy, they have a good quality and
growth of this species. The average dimension they trust the producers, 3% because they are
of a sheep farm in Sibiu is 265 heads. In the tasty and another 3% buy this products
district there are 181 farms (10,5%) holding because they are something new for them.
more than 500 individuals, four farms
holding more than 2000 sheep/farm, breeding
 from local markets
together 2,51% (11,548 individuals) and a  from local markets and
farm that breeds more than 4000 sheep. [5] specialized shops
 from local markets and
Analysis of data from the questionnaire home producers
concerning the capitalization of traditional  from local markets,
specialized shops and
products home producers
The 25 asked buyers were part of the  from home producers
following age categories: 20-30 years – 52%,
31-50 years – 24% and over 50 years – 24%. Fig. 1. The place from where traditional products are
Following this study revealed that the most buyed
popular categories of traditional/bio products
are diary, meats and bakery products. Other Regarding the choice to buy from the same
categories of products known by the buyers as producer, 35% always buy from the same
traditional/bio are bee products, fruit, apples producer, 30% said they most often prefer to
and underbrush. At the same time buyers are buy from the same producer and 35% said
well aware of sweets, jams, fruit juices, herbal they do not buy exclusively from the same
teas, vegetables, vegetable stew, cold pressed producer.
oils, syrups, pickles, eggs, wine and brandy. To see the extent of establish a link between
The most wanted products are dairy products producer and buyer, we wanted to know if the
both from sheep and cows, meats, followed by buyers ask questions about how to make this
bee products and bakery products. They are products. From this point of view, is was
also willing to buy fruits, vegetables herbal observed that 35% of the asked traditional/bio
teas and fruit juices. The less wanted products product buyers use to always ask questions
are jams, sweets, pickles, eggs, vegetable about how to make the products they buy,
stews, syrups, wine and brandy. 27% of the asked buyers use to ask the
producer questions regarding the products but

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not every time they buy and 38% of the The most popular and the most purchased
responders do not usually inquire this (Fig. 2). products are dairy products from both sheep
and cattle, followed by meats and bakery
 buyers always ask
about how are made
products, and in the biological area honey, sea
traditional products buckthorn and herbal teas.
 buyers often ask
about how are made
Many buy from markets but most buyers visit
traditional products the special stores and even buy from the
 buyers never ask producer at home. This encourages the
about how are made
traditional products producers on the one hand and on the other
hand in this way may arise direct the
relationship based on trust between producer
Fig. 2. The extent in which buyers are interested in the and buyer, while preventing the emergence of
way in which traditional products are made intermediaries.
Most buyers want healthy, clean, traditional/
Regarding the price of the products 35% said bio products with a high quality because this
that they are willing to pay more for a products represent for them a guarantee of
traditional/bio product, 47% would be willing quality food.
to pay more for most of this products and 18% A large proportion 65% buy from the same
said they are not willing to pay a bigger price producer, which again helps strengthen
for this products. producer-buyer relationship, bringing a
The frequency with which this products are number of benefits to both parties.
bought is different: 44% of the responders buy While 35% are interested in the way in which
the products once a week, 20% buy twice the products they are going to buy are made,
month, 11% once a month, 220% buy shows that a large proportion of buyers
occasionally and 5% more than once a week appreciate the authenticity of the product, the
(Fig. 3). traditional recipes but also food safety, a rate
Most buyers interested in this products (56%) approximately equal buyers 38% are not
know the special stores in city Sibiu, most interested in how to make the products, which
popular are: Eco-Prod Traditional, The shows that this buyers are still not aware of
Traditional and Ecological Producers the benefits off this products, relying more on
Association ”Marginimea Sibiului” and the the fact that the products are very tasty. There
stores which sell natural products in Sibiu. are also few who do not ask because they trust
the producer.
 once a week
A positive thing is that people are open to
 several times per
week
such products and they are willing to pay
 once a month more and 80% of the buyers are regularly
 twice per month supplying with traditional/bio products. More
 occasional than half of the asked people know the special
stores in the city and nearly half of them had
the opportunity to taste traditional/bio
Fig. 3.The frequency of buying the traditional/bio
products in a hostel in the country.
products The multitude of individual attitudes the
buyers to claim the increase of the products
CONCLUSIONS quality. To remove the uncertainty ooh the
buyers, intense communication is required,
The asked know well the products of the local this after the high quality of the raw material.
producers but the bio products are less Consumer motivation is a universe that cannot
popular, as, moreover, the number of organic be observed directly. In the Register of
producers who sell the products in the four traditional producers from Sibiu county are
markets is very small, only 12%. registered 191 products. On the list of

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traditional producers of sheep meat products 2012.

are registered 21 people and on the register [2]Ordinul MAPDR nr. 690/2004 pentru aprobarea
Normei privind conditiile si criteriile pentru atestarea
for people who sell products obtained from produselor traditionale – publicat în M.O. nr.
sheep milk 35 people. Traditional agricultural 938/14.10.2004.
practices do not endanger the species of plants [3]Ordin nr. 34/2008 pentru aprobarea privind
and animal living in the rural area and do not acordarea de derogări unitătilor care realizează produse
affect their living environment. alimentare ce prezintă caracteristici traditionale de la
cerintele mentionate în Regulamentul Parlamentului
Moreover, traditional products support the European si al Consiliului nr. 852/2004/CE privind
local economy: by selling the products the igiena produselor alimentare, precum si de stabilire a
capital returns to the farmers and this supports procedurii de acordare a derogărilor si de înregistrare
the future of their business. For many sanitar veterinară si pentru siguranta alimentelor, a
farmers, this activities are the main source of unitătilor în care se realizează produse alimentare ce
reprezintă caracteristici traditionale – M.O. nr.
income, without which they could not 313/22.04.2008.
continue the work, however much they would [4]Camera Agricolă a Judetului Sibiu, 2012
like to keep traditions and stay close to the [5]Stanciu Mirela, 2013, Cercetări privind dezvoltarea
nature. sustenabilă a zonei montane, pe baza biodiversitătii
A traditional product maintain the cultural ovinelor explotate în directia productiei de carne,
respectând principiile bioeconomiei, ecoeconomiei si
heritage of the rural area and helps preserve ecosanogenezei. Lucrare stiintifică pentru finalizarea
cultural identity by preserving local traditions Programului postdoctoral, Bucuresti, Scoala
and customs: local holidays and festivals in Postdoctorală pentru Biodiversitate Zootehnică si
which the local costumes, customs and Biotehnologii Alimentare pe Baza Ecoeconomiei si
products are promoted. Bioeconomiei necesare Ecosanogenezei 2013.
[6]Brosura – Conditii minime de igienă si siguranta
Products obtained by traditional practices alimentelor pentru mici producători, 2008.
have a higher quality and are much healthier, [7]Gruia Romulus,2010, “Food-Torusim” Concept
especially for children. Milk, for example is Groundwork Prospective Development”, Journal of
better because during the summer sheep and EcoAgriTourism, Brasov, Editura Universitatii
cows graze freely on mountain pastures and Transilvania, vol. 6 (2), pp. 136-140.
[8]Gruia Romulus, 2013, Green Economy and Agri-
during winter they are fed with natural fodder, Rural Tourism, Lucrare publicată în ”Turismul rural
hay and herbal concentrates. românesc în contextul dezvoltării durabile. Actualitate
For small producers who sell their products si perspective.”, vol. XXIX, Editura Tehnopress, Iasi,
direct from their household must know the pp. 50-57
rules of Order 209/2007. Thus all small [9]Matei Gherman Corina,2013,Food products
consumer’s atitudies and motivation in the tourism
producers who sell small quantities of primary company, Lucrare publicată în ”Turismul rural
products of non-animal origin, cheese or românesc în contextul dezvoltării durabile. Actualitate
prepared meat must register for direct sell to si perspective.”, vol. XXIX, Editura Tehnopress, Iasi,
Veterinary County Department on the area the pp. 135-141
household is. [6] [10]Ungureanu Dănut, 2010, Agroturism în ruralul
montan, C.E.F.I.D.E.C. Vatra Dornei, lucrare realizată
All manufacturers and producers have the în cadrul Proiectului ”Sprijinirea serviciilor din
legal obligation to produce clean and safe agricultură”, finantat de Ministerul Agriculturii,
food. For this producers should be made Pădurilor si Dezvoltării Rurale împreună cu Banca
informative material on veterinary rules you Mondială, 2010.
need to follow, they should be registered as
traditional producers and grant opportunities
with which farmers and small producers can
buy equipment and improve production
standards, to meet the new conditions.

REFERENCES

[1]Produse traditionale. Ghid informativ privind

terminologia, legislatia si procedurile de atestare, Sibiu,
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