Acta Universitatis Danubius. Œconomica, Vol 13, No 6 (2017)

Abstract

Currently, Medicinal & Aromatic Plants (MAPs) sector are growing fast. This article is a trial of designing the challenges and future directions of medicinal herbal market in Romania, taking into consideration the medicinal plants market and individual exploitations. Data was collected from Romanian Medicinal and Aromatic Plants Growers, Manufacturers and Users Association using pretested questionnaire. Data were entered, cleaned and analysed by SPSS version 17. T-test, ANOVA and Regression analysis were carried out and the association was considered significant at p-value less than 0.05. A total of 220 respondents participated in the study, making a response rate of 88%. Our results indicate that the negotiation power of the legal person buyers is significantly bigger than that of the medicinal herbs individual producers and that this type of buyer benefits by significantly diminished prices. The study showed that a more positive attitude of consumers towards medicinal plants products will further strengthen the purchasing intentions, while the status of a bio consumers’ consumption will not affect any change on their willingness to purchase medicinal herbs products.