Abstract:

More than 50% of the world's population now lives in cities, the number of people migrating from small communities to cities is growing on a daily basis. Cities represent both centers of technological and social innovation in sustainable lifestyles – in theory; but most of metropolises stand on an unsustainable living. One of the most discussed topics is Sustainable Production and Consumption (SPC), which is “both a policy area and a multidisciplinary and interdisciplinary research agenda that seeks to address society's transformation to environmental sustainability and social sustainability” (Welch, D. & Warde, A., 2015). This issue has been subjected to development throughout the years by many scientists who are trying to include various conceptual frameworks for consumption and production systems. From the vast information of different authors, we are trying to have a theoretical and accurate literature review as well as the research objectives and methodology used in this article. The purpose of this research is to show how motivated are the people from Romania to buy sustainable products and what stimulates them to do so or discourage them in purchasing such goods.