Resumen
The consumption of natural, green, organic products represents an increasingly important subject for contemporary society, organizations, consumers and researchers. Demographic and cultural factors, traditions and consumption habits, along with the individual desire to adopt a healthy lifestyle in accordance with principles of sustainability and environmental protection are relevant vectors in the search, choice and consumption of green products. Producers and retailers have identified the interest of modern consumers, introducing a varied range of green grocery and non-food products to match expectations and needs. Using the case study method, this paper highlights the transition of the organic market in an emerging European country: Romania. During the era of state economy, organic and natural products were interchangeable, but after liberalization of the market, the rise of the organic sector began with the establishment of inspection and certification bodies, establishment of procedures, and the appearance of specialized agricultural farms, processors and sellers. Consumers understood soon enough the advantages and benefits of organic products and a healthy lifestyle, and the market for organic products has been developing steadily. We show the current state of development and discuss its evolution, outlining the different market statistics, and making recommendations regarding future development possibilities.