9 out of 10 Romanians buy at least one item from the fashion category every month, and 15% of buyers return the products, according to the MKOR study. The results of the study reveal the current trends in the consumption behavior of Romanians regarding fashion items, ethical consumption, purchasing preferences, budgets and sustainability. Data from the study compares the years 2023 and 2022, as well as 2023 and 2021, highlighting significant developments and changes.
The buying behavior of Romanians can be influenced by the interest in ethical consumption, including Fashion items. 38% of Romanians are ethical consumers and are aware of the impact their consumption choices have on the environment, so they adopt a responsible, ethical and assumed behavior in terms of purchases.
The ethical consumer consistently makes responsible decisions on many levels of daily life, from choosing food, managing resources, to shopping for clothing or shoes.
To encourage a sustainable lifestyle, 45% of ethical consumers say they avoid excessive consumption of fashion items and buy less clothing, and 23% look for sustainable alternatives. A sustainable alternative is the “second-hand fashion” concept, which is still a niche in Romania, but can grow due to the concern for ethical consumption.
Buying second-hand products is a daily practice for 33% of ethical consumers, especially for women.
Romanians’ shopping budgets
Compared to 2022, 7 out of 10 Romanians believe that in 2023 spending on fashion items has increased. The average amount spent for a shopping session is 381 RON. Romanians take the most money out of their pockets for clothing, and on their last purchase they spent 322 RON on clothes.
Regarding purchase channels, Romanians still prefer shopping in physical stores, with a slight increase in interest in online. Almost a quarter of consumers opt for a mix between online and offline channels (24%), and approximately 2 out of 10 Romanians prefer to buy fashion items exclusively online.
The phone and self-checkout, the most used for shopping
Consumer behavior is evolving with technology, and digital experiences influence the decision to return to the store for 1 in 2 consumers. Mobile phone usage in brick-and-mortar stores has increased, with 63% of consumers using their phone to access store mobile apps, loyalty cards and payments.
Contactless and self-checkout payment systems are also popular.
Gen Z, Millennials, residents of Bucharest and the central and North-West area of the country pay most often with their mobile phone.
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