From Attachment to Action: Consumer Identification and the Sustainable Buying of Rural Brand Products Like “Pită de Pecica”

Abstract

The current research examines the psychological and perceptual predictors of sustainable consumption behavior in a rural Romanian context, with specific reference to the traditional product Pită de Pecica. A sample of 485 consumers (n = 485) who were familiar with Pită de Pecica completed validated instruments measuring brand identification and brand attributes perceived. An exploratory factor analysis (EFA) was applied to find two dimensions on each scale—brand-based self-definition (α = 0.92) and emotional brand attachment (α = 0.86); and sensory-affective brand association (α = 0.87) and product functional-symbolic value (α = 0.84). Emotional brand attachment (EBA) refers to the emotional bond a consumer forms with a brand; sensory-affective brand association (SABA) captures affective and sensory connections; and decision tree regression is a machine learning technique that identifies non-linear predictors. In this study, sustainability is operationalized across cultural, economic, and environmental dimensions, reflecting both traditional product preservation and support for regional food systems. A decision tree regression model was then applied to predict the frequency of sustainable consumption behavior. Emotional brand attachment was the strongest predictor (relative importance = 26.13%), sensory-affective brand association was second most important (16.91%) and brand-based self-definition was third (13.99%). Demographic variables (e.g., income, age) were weak predictors. The model explained 43% of the behavior variance (R² = 0.43) despite considerable behavioral unpredictability (MAPE = 236.85%). Findings show that emotional and identity-driven brand connections are central to leveraging sustainable consumption in rural contexts, which has important implications for future branding initiatives, agri-food policies, and local economic revitalization initiatives that promote sustainable development. Findings support adopting cultural, psychological, and economic dimensions of sustainable development across development paradigms.

1. Introduction

Local agrifood branding has become more important in the framework of sustainable rural development since it helps to preserve cultural identity, boost local businesses, and encourage ecologically friendly consumption. In this context, sustainability is understood not only in environmental terms but also as the preservation of cultural heritage and the revitalization of local economies—especially through the consumption of place-anchored goods such as Pită de Pecica. Particularly those firmly anchored in rural areas, traditional products are seen now as symbols of history, locality, and communal resilience rather than just food items. Within this setting, a traditional Romanian bread with geographical and cultural specificity—Pită de Pecica—serves as both a local economic benefit and a mark of rural authenticity. Emotional brand attachment (EBA) is defined as the deep emotional connection consumers feel toward a brand, while sensory-affective brand association (SABA) reflects the emotional and sensory experiences evoked by brand consumption.

Growing tastes for locally made goods, frequently within short food supply chains supporting environmental sustainability and regional economies, result from recent changes in consumer consciousness. European agrorural policies meant to enhance rural economies, increase food sovereignty, and lower carbon footprints by valorizing regional products help to continue these trends.

But outside of institutional policies and financial systems, psychological processes are quite important for determining consumer behavior toward rural goods. Particularly, studies have found that key motivators of loyalty and repeated purchases are emotional attachment to a brand, self-congruence, and identity alignment [1,2,3]. From the standpoint of consumer–brand interactions, rural products like Pită de Pecica acquire value not only by their inherent features but also by the emotions and meanings they inspire [4,5].

Particularly in rural economies where history, place connection, and authenticity are entwined, the relationship between consumer identification with local businesses and sustainable consumption behavior is yet understudied. Social identity theory and consumer culture theory hold that people’s interaction with a brand becomes more intense when they believe it to be consistent with their values, way of life, or cultural group [6,7,8]. These relationships might result in deliberate, recurring purchasing habits supporting rural sustainability.

Although rural branding and local product valorization are becoming more and more important, empirical research still mostly neglects the junction between psycho-marketing mechanisms and sustainable agrifood economics. Particularly in Eastern European settings, where traditional goods have symbolic as well as financial value, building successful rural development plans depends on a comprehensive knowledge of consumer psychology.

Recent multidisciplinary research highlights the need to include psychosocial, emotional, and socioeconomic factors in the analysis of behavioral intentions about sustainability, consumerism, and health, as well as other areas. Particularly in high-stress workplaces, psychological variables including stress-related growth, burnout, and identity are progressively being linked to occupational behaviors and lifestyle choices [9,10]. Recent studies in clinical psychology and healthcare also show how emotional and gender-specific profiles affect behavior—even in non-consumption settings like depression screening or cardiac treatment [11,12]. These results guide more general conceptions of identity-driven behavior, which is necessary to grasp emotionally and symbolically charged actions like the buying of traditional local goods. Scholars in sustainability, economics, and business have concurrently demanded more integrated models that link cultural behavior with ecological responsibility and local economic resilience [13,14,15]. In the food and service industries, confidence in local brands, perceived authenticity, and emotional connection have become especially important determinants of consumer behavior in this terrain [16,17,18]. Therefore, the model of this study adds to the increasing corpus of research connecting consumer self-concept, emotional branding, and sustainability-oriented choices in developing countries.

Focusing on four main constructs—emotional brand attachment, brand-based self-definition, sensory-affective brand association, and perceived functional-symbolic value—this study attempts to close that gap by analyzing the psychological and perceptual predictors of sustainable consumption behavior for Pită de Pecica. We examine using a decision tree regression model how these elements—along with sociodemographic variables—predict the frequency of purchase of this rural cultural commodity.

We answer directly to the objectives of this special issue by orienting our study at the junction of branding, psychology, and rural sustainability. The results provide strategic insights for local producers working on the revival of rural economies and help to deepen knowledge of the part consumer identification and emotion play in supporting sustainable agrifood practices.

2. Theoretical Framework

2.1. Consumer Psychology and Rural Brand Identification

In recent years, the nature of consumer–brand relationships has changed significantly from utilitarian evaluations to include psychological identification, symbolic alignment, and social meaning-making. Self-congruity theory [19,20] is central to this change since it holds that customers are more likely to buy and support brands that either mirror their real or aspirational self-image. Confirmed across many spheres, including fashion [21] and tourism [22,23] this phenomenon has in the rural sphere, like with Pită de Pecica, alignment between self-image and regional brand identity is sometimes more emotionally charged due to ingrained legacy, intergenerational values, and local pride [24,25].

Escalas and Bettman, 2005, 2014’s [26,27] self-brand connection theory goes on to say that people can create substantial symbolic and emotional ties with brands, therefore including them in their identity narratives. This covers contacts with reference groups and local community standards in addition to consumer reflections of self [28]. The brand so becomes a vehicle for self-expression [29,30].

Concurrent with this individualized perspective, social identity theory [7,31] frames brand allegiance as a statement of social belonging, therefore complementing it. In rural areas, where consumption of locally produced goods like Pită de Pecica marks participation in a common cultural and geographic community, this group-oriented identification is especially strong [8,32,33]. One way to understand this place-based consumer behavior is as place identity, which supports territorial connection and cultural memory [34,35]. In these settings, consumer–brand interactions function not only through symbolic congruency but also through social participation, a dynamic reinforced by empirical work on identity-based consumer behavior [1,2,36].

2.2. Emotional Attachment to Local Brands

Often stemming from nostalgia, legacy, and personal experience, the idea of emotional brand attachment (EBA) captures deep-seated affective bonds consumers establish with brands [3,37]. Research indicates that emotional attachment has a major impact on both brand loyalty and advocacy activities [38,39,40]. This is especially true in rural settings where face-to-face encounters and sensory events help to build emotional ties [41].

Closely linked is the concept of Brand Love, defined as a deep emotional attachment that turns into commitment and good word of mouth [42,43,44]. Repeated exposure, multi-sensory experiences, and symbolic links with home, family, and identity—all of which contribute to the love of local food products—often lead to studies that also confirm the relevance of brand romance as a middle concept enhancing the emotional terrain of brand loyalty [45].

Under these circumstances, brand experience acts as the impetus via which memories and emotions are anchored [4]. Consistent sensory cues (taste, scent, texture) help brands like Pită de Pecica to deepen emotional involvement and foster long-term loyalty by means of which they benefit.

2.3. Perceived Product Value and Local Food Attributes

Perceived value is the general evaluation by customers of the trade-off between the obtained advantages and sacrifices made [46]. Perceived value in food intake is multifarious and includes price fairness, sensory appeal, health, and symbolic richness [47,48]. Research on Romania confirms the relevance of such characteristics on food preferences [16,49].

According to experiential marketing theory [50], whole experiences involving affective, cognitive, and sensory aspects change consumer decisions not just by logical evaluations but also by other elements. Building brand loyalty and perceived authenticity in rural food items depends on these first-hand interactions [51,52].

Moreover, symbolic elements like the belief that Pită de Pecica is a mark of Romanian identity magnify brand equity [53,54]. Such readings fit emotional branding models that stress the relational and humanistic aspects of brand value [55,56].

2.4. Sustainable Consumption Behavior

As the theory of planned behavior (TPB) [57,58] depicts, psychological and affective considerations frequently converge in behavioral intentions. TPB contends that behavior is driven by attitudes, perceived social norms, and control over behavior. In the case of sustainable consumption, environmental concern, identity alignment, and beliefs in product authenticity all help to shape intents [59,60].

Recent studies show how value congruence—i.e., the alignment of personal beliefs with sustainability discourses—can strongly increase purchase intentions for local food [61,62,63]. This is especially applicable in Romania, where rural economic support and environmental concern are ever more key drivers of food-related decisions [13,15,64].

Complementing TPB, consumer culture theory (CCT) views consumption as a social and symbolic practice whereby identity, belonging, and moral values are enacted [65,66,67]. In Pită de Pecica, consumerism is turned into a statement of rural sustainability and cultural continuity.

2.5. Conceptual Model

With an eye toward Pită de Pecica, a culturally important traditional bread, this study advances a conceptual model anchored in consumer psychology, emotional branding, and sustainability behavior theories to investigate the determinants of sustainable consumption in rural food markets. Four interconnected latent constructs— supposedly generated from the preceding frameworks—brand-based self-definition (BBSD), emotional brand attachment (EBA), sensory-affective brand association (SABA), and perceived functional-symbolic value (PFSV)—form the basis of the model.

These ideas capture the several ways that consumers connect to rural brands: logically, emotionally, experientially, and symbolically. Drawing on self-congruity and social identity theory, BBSD gauges the degree to which customers view the brand as an extension or manifestation of their personal or social identity. Driven by nostalgia, attachment style, and interpersonal trust ingrained in local settings, EBA stands for the strength of the emotional relationship consumers create with the brand. SABA combines sensory appeal with emotive experiences—such as flavor, joy, or warmth inspired by the good. To match value-based consumer theories and brand equity models, PFSV combines symbolic values (e.g., cultural pride, authenticity) with utilitarian assessments (e.g., quality, price justice).

Particularly when consumers interact with traditional, legacy-rich agrifood goods, the model suggests that these four antecedents together form sustainable consumption intentions and behaviors in rural marketplaces. Recent studies supporting integrated, multidimensional models that span identity, emotion, and sustainability in consumer behavior [59,61,62] fit this paradigm.

These theoretical frameworks complement each other in a multidimensional understanding of rural brand behavior. Self-congruity theory explains the alignment between self-perception and product symbolism; social identity theory adds the layer of group belonging and cultural affiliation. Meanwhile, TPB helps to contextualize the measured constructs—EBA and PFSV—as attitudinal and normative components influencing behavioral intention. Consumer culture theory reinforces the symbolic and cultural aspects of consumption, framing sustainable behavior as a socio-cultural practice. Together, these lenses offer a robust framework for modeling sustainable consumption in rural food systems.

Methodologically, the model is operationalized using a decision tree regression technique, which provides an interpretable, data-driven framework to grasp the hierarchical and interaction effects of these latent factors on sustainable buying behavior. This method also enables the addition of contextual modifiers, such as demographic elements and geographical associations, as well as the accommodation of non-linear connections.

Combining psychological identification, emotional engagement, sensory-symbolic perceptions, and behavioral economics provides a complete prism through which one can view how local food companies anchored in cultural identity might promote sustainable consumption. It also answers modern calls for multidisciplinary and context-sensitive models in sustainable consumer research [16,18,64,68,69]. This helps to contribute to the literature on rural branding and sustainability transitions.

Based on the theoretical considerations presented, the study explored the following hypotheses:

H1: 

Higher levels of Emotional Brand Attachment (EBA) will predict increased frequency of sustainable consumption behavior of Pită de Pecica.

H2: 

Higher levels of Brand-Based Self-Definition (BBSD), Sensory-Affective Brand Association (SABA), and Perceived Functional-Symbolic Value (PFSV) will be positively associated with purchase behavior.

H3: 

Psychological variables will have a stronger predictive effect on purchase frequency than demographic variables.

Each psychological construct in the model maps onto different facets of sustainability. Emotional brand attachment (EBA) primarily supports cultural sustainability through the preservation of traditional practices and emotional memory. Perceived functional-symbolic value (PFSV) contributes to economic sustainability by reinforcing product desirability and market stability. Sensory-affective brand association (SABA) bridges both cultural and environmental dimensions by fostering enduring, experience-based consumer loyalty, which in turn can encourage sustainable local production systems.

3. Materials and Methods

3.1. Research Design

With a focus toward the traditional rural brand Pită de Pecica in a Romanian context, the present study used an explanatory, quantitative, cross-sectional methodology to evaluate the psychological, affective, and perceptual predictors of sustainable consumption behavior. Aiming to clarify the function of consumer–brand identification and value perception in recurrent purchasing behavior, the explanatory character of the study let theory-driven hypotheses be evaluated. Given the aim of the study—capturing psychological dispositions and customer evaluations at a specific point in time—rather than tracking behavioral changes over a longer period—a cross-sectional design seemed suitable. Using psychometric instruments and predictive modeling, the quantitative approach allowed one to examine relationships between latent psychological components and consumer behavior. This methodological approach fits modern ideas in applied consumer psychology and behavioral marketing, where psychological constructs including brand attachment, perceived value, and identity-based consumption are progressively acknowledged as fundamental elements of sustainable economic behavior in local and regional markets.

3.2. Sample and Data Collection

The sample consisted of 485 Romanian consumers who all reported prior experience with the rural heritage brand Pită de Pecica. Respondents were recruited from a number of counties in western Romania, namely Arad, Timiș, and Bihor, based on a stratified sampling strategy trying to render the sample representative for major sociodemographic classes. Stratification criteria were age group, income level, and living environment (urban or rural). The final sample was demographically balanced with 52.4% females and 47.6% males and aged between 18 and 74 years (M = 42.6, SD = 13.9). Educationally, 61.9% had undertaken tertiary education, with the remainder possessing high school diplomas or vocational training. Household income-wise, participants were roughly evenly split on low, medium, and high levels, according to regional standards.

Family composition was measured based on the number of household members, specifically accounting for the presence of children and elderly dependents, to capture variations in multigenerational living arrangements.

According to 2023 census data, the combined population of Arad, Timiș, and Bihor counties exceeds 1.5 million inhabitants, with an estimated 60% reporting familiarity with regional food products such as Pită de Pecica through either direct consumption or market exposure. Based on this approximate consumer base, a minimum sample size of 384 was calculated using Cochran’s formula for a 95% confidence level and ±5% margin of error. Our final sample of 485 respondents exceeds this threshold, thereby ensuring statistical power. Moreover, the use of stratified sampling based on age, income, and residence type enhances the external validity and demographic representativeness of the findings.

Residence status was also balanced, with 48.5% living in rural and 51.5% in urban areas, a reflection of the double market coverage of the product being researched. The data were gathered using self-administered paper-and-pencil questionnaires, which were distributed in local food markets, community centers, and rural fairs where Pită de Pecica is normally retailed. Standardization in the administration process was guaranteed through trained research assistants and also eliminated the potential ambiguities related to the items. The respondents were informed about the anonymity and voluntary basis of the research, and the procedures were in accordance with ethical guidelines of conducting research with human subjects, including informed consent.

3.3. Measurement Scales

In an attempt to measure the psychological predictors of Pită de Pecica consumer behavior, two psychometrically sound measurement tools were utilized, which were both translated from established marketing psychology scales. Both tools were aimed at assessing latent constructs for consumer–brand relationships on a 5-point Likert scale from 1 (strongly disagree) to 5 (strongly agree).

The first measure assessed Brand Identification with the theoretical model proposed by Sprott, Czellar, and Spangenberg (2009) [70]. The eight-item scale experimented with both cognitive and affective components of identification with brands in general. Factor analysis confirmed the presence of two theoretically and empirically distinct subscales.

Brand-based self-definition (BBSD) refers to the degree to which individuals incorporate brands into their self-concept, and emotional brand attachment (EBA) reflects the emotional proximity and significance attributed to the brand. The first subscale, brand-based self-definition (BBSD), consisted of five items (e.g., “My favorite brands are an important indicator of who I am”, “A part of me is defined by important brands in my life”) and proved to have exceptional internal consistency (Cronbach’s α = 0.92). The subscale measured the extent to which individuals integrate brand preferences into self-concept. The second subscale, emotional brand attachment (EBA), consisted of three items (e.g., “I have a special bond with the brands I like”, “I feel that my favorite brands are a part of me”) and demonstrated good internal consistency (Cronbach’s α = 0.86), indicating the emotional proximity and personal significance that consumers place on their favorite brands.

The second tool was concerned with Brand Attributes as they are perceived in the context of Pită de Pecica. This 9-item scale was modified from Zhou, Yang, and Hui (2010) [71] and was meant to measure both sensory-affective and cognitive-symbolic appraisals of the product. Exploratory factor analysis confirmed a two-factor solution. Sensory-affective brand association (SABA) measures the experiential and emotional aspects of perception, while perceived functional-symbolic value (PFSV) integrates product quality and symbolic meaning. The sensory-affective brand association (SABA) subscale, comprising five items (e.g., “I associate this brand with things that are tasty”, “I associate this brand with things that are healthy”, “For me, this brand represents something personal”), was found to have high internal consistency (Cronbach’s α = 0.87). This subscale measured the experiential, sensory, and emotional aspects of consumer perception.

The second subscale, product functional and symbolic value (PFSV), included four items assessing perceived product quality, uniqueness, and cultural symbolism (e.g., “The quality is excellent”, “It is connected to the minds and hearts of consumers”) and demonstrated acceptable reliability (Cronbach’s α = 0.84). This subscale assesses functional judgments (e.g., price-quality ratio) and symbolic ties to local identity.

Together, the scales constituted a strong and theory-driven measure of brand-related cognition and affect relevant to rural consumer behavior. Their psychometric functioning (through Cronbach’s alpha coefficients) displayed high internal consistency, lending support for their use in this context.

3.4. Data Analysis Procedures

The psychometric structure of the two measures was first examined by exploratory factor analysis (EFA) with promax rotation, an oblique method appropriate when the latent constructs are theoretically expected to be related [72]. The adequacy of the data for factor analysis was ensured by the Kaiser–Meyer–Olkin (KMO) measure and Bartlett’s test of sphericity, which ensured sampling adequacy and factorability. Factors were retained according to eigenvalues above 1, scree plot examination, and theoretical meaning interpretability of the items.

After establishing construct validity, decision tree regression (DTR) analysis was performed in order to determine the strongest predictors of the outcome variable—and that is, the self-stated frequency of consumption of the local product Pită de Pecica. This method was favored over conventional linear regression because it has the ability to model intricate, non-linear relationships, recognize possible interactions between predictors, and account for heterogeneity in consumer choice processes [73]. Decision trees also have the advantage of being highly interpretable, allowing researchers and practitioners to see how groups of demographic and psychological variables shape the outcome of interest [74].

The model’s predictive adequacy was evaluated against a set of standard fit indices. These were the root mean square error of approximation (RMSEA), which adjusts model complexity in assessing fit; the standardized root mean square residual (SRMR), an index of the standardized difference between predicted and observed responses; the coefficient of determination (R²), an indicator of the proportion of variance explained; and the mean absolute percentage error (MAPE), an index of prediction error as a proportion of actual values. Furthermore, the relative contribution of each predictor variable was calculated, which enabled us to determine the most influential psychological (e.g., brand-based self-definition, emotional brand attachment) and sociodemographic (e.g., residence, age, income) variables in accounting for sustainable consumption behavior.

4. Results

Data analysis was conducted in three distinct phases, beginning with the confirmation of the two measures’ psychometric integrity and culminating in the identification of the key psychological and sociodemographic predictors of sustainable local consumption behavior. Phase one involved conducting an exploratory factor analysis (EFA) of the eight-item Brand Identification Scale, which measures consumers’ psychological identification with brands in general. Preliminary diagnostics supported the adequacy of the dataset for factor extraction: the Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy was excellent (KMO = 0.885), and Bartlett’s test of sphericity was statistically significant, χ²(28) = 717.43, p < 0.001, indicating that the correlation matrix was factorable.

Two factors were retained through promax rotation on eigenvalues and conceptual sense. BBSD and EBA represent the two core dimensions of consumer–brand identification, as previously defined. The first factor, brand-based self-definition (BBSD), indicates the extent to which individuals include brand preferences as a reflection of their self-concept and personal identity (e.g., “My favorite brands are an important indicator of who I am”). The second dimension, emotional brand attachment (EBA), consists of statements describing affective closeness to brands, e.g., I have a special connection with the brands I like”. Together, these dimensions explained 75.5% of total variance, and the rotated factor solution displayed excellent psychometric fit, as reflected in RMSEA = 0.000, SRMR = 0.011, CFI = 1.000, and TLI = 1.007.

Exploratory factor analysis (EFA) was conducted using principal axis factoring with Promax rotation, given the expected correlations between psychological constructs. Factor retention was determined based on eigenvalues greater than 1.0, visual inspection of the scree plot, and theoretical coherence with established construct definitions. Full item loadings and representative sample items for each construct are provided in

Table 1. Exploratory factor loadings for the Brand Identification Scale (promax Rotation, N = 485).

	Factor 1	Factor 2	Uniqueness
brand7	0.972		0.190
brand8	0.883		0.317
brand6	0.877		0.159
brand4	0.833		0.178
brand5	0.582		0.361
brand2		1.031	0.014
brand1		0.801	0.411
brand3		0.756	0.329

Note: Applied rotation method is promax.

and

Table 2. Exploratory factor loadings for the Brand Attributes Scale (promax rotation, N = 485).

	Factor 1	Factor 2	Uniqueness
attrib7	0.851		0.224
attrib8	0.791		0.282
attrib9	0.768		0.257
attrib6	0.521		0.795
attrib5	0.428		0.787
attrib3		0.966	0.248
attrib2		0.908	0.235
attrib1		0.641	0.297
attrib4		0.428	0.561

Note: Applied rotation method is promax.

.

Table 1 presents the factor loadings and uniqueness values for each of the eight items, illustrating the clear presence of the two latent constructs. The BBSD factor represented items with high loadings above 0.80 (e.g., brand7 = 0.972; brand6 = 0.877), while the EBA factor represented items with similarly high loadings (e.g., brand2 = 1.031; brand1 = 0.801). The clear pattern of item saturation provides strong empirical support for the construct validity of the Brand Identification Scale.

The second exploratory factor analysis (EFA) was also conducted to validate the psychometric composition of the Brand Attributes Scale, which consisted of nine items to determine consumer perceptions of Pită de Pecica as a traditional rural brand. The preliminary tests were encouraging as to the appropriateness of the data for factor analysis: the Kaiser–Meyer–Olkin (KMO) overall measure was 0.850, indicating meritorious sampling adequacy, and Bartlett’s test of sphericity was statistically significant, χ²(36) = 583.96, p < 0.001, thus indicating the suitability of the correlation matrix for further evaluation.

Using promax rotation, two significant factors were found to align with the theoretical expectations as well as item content. SABA captures emotional and sensory perception, while PFSV encompasses both the perceived utility and symbolic cultural meaning. The first factor, the Sensory-Affective Brand Association (SABA), measures the extent to which consumers associate Pită de Pecica with attributes such as taste, healthiness, pleasure, and emotional value (e.g., “I associate this brand with things that are tasty”). The second dimension, product functional and symbolic value (PFSV), captures the customers’ perception of the product’s objective quality, value-for-money, distinctiveness in the market, and symbolic association with local identity and tradition (e.g., “It is connected to the minds and hearts of consumers”). The two dimensions combined explained 59.0% of the variance in item responses.

The model further provided a good fit to the data overall, as evidenced by RMSEA = 0.118, SRMR = 0.055, and CFI = 0.947. As seen in Table 2, the SABA factor was defined by high-loading items such as attrib7 = 0.851 and attrib8 = 0.791, while PFSV was well represented by high-loading items such as attrib3 = 0.966 and attrib2 = 0.908. The factorial solution confirms the construct validity of the scale in rural brand perception, specifically in relation to sustainable consumption and cultural commitment.

Building on these validated models, a decision tree regression (DTR) model was used to investigate the predictive impact of both psychological and demographic factors on the frequency of purchasing Pită de Pecica, a behavior conceptualized as an indicator of sustainable rural consumption. With the remaining 20% (n = 97) set reserved for assessing prediction accuracy, the model was trained on a randomly selected training set consisting of 80% of the entire sample (n = 388). With a coefficient of determination (R²) of 0.43, the test findings show a modest fraction of variance in sustainable consumption behavior explained by the model. Although the root mean square error (RMSE = 0.838) and mean absolute error (MAE = 0.698) fell within reasonable limits, the mean absolute percentage error (MAPE = 236.85%) revealed a rather high degree of individual variability in consumption frequency—an expected result in psychological models of real-world consumer decision-making.

Emotional brand attachment (EBA), which accounted for 26.13% of the total variance in decision splits, was the most important predictor in the model since it emphasizes the critical part of emotive connections in inspiring repeated local purchases. Sensory-affective brand association (SABA; 16.91%), followed by brand-based self-definition (BBSD; 13.99%) and product functional and symbolic value (PFSV; 12.04%), is the second most significant psychological predictor.

Table 3. Relative importance of predictors in the decision tree regression model.

	Relative Importance
EBA	26.130
SABA	16.913
family	14.151
BBSD	13.991
PFSV	12.042
income	6.082
residency	4.297
studies	3.899
age	2.497

shows that demographic variables, including family composition (14.15%) and income (6.08%), had a secondary influence; age (2.50%), education level (3.90%), and place of residence (4.30%) were minimally important in the final model.

Regarding structural partitioning, the decision tree showed that consumers with stronger emotional attachment to the brand were more likely to report a higher frequency of purchase; the first split was based on EVA and had a cutoff of −0.393. Splits on PFSV (cutoff = 0.003) and SABA (cutoff = −0.485) followed to underline even more the importance of internal brand evaluations above demographic factors. Although their contributions to reduce deviation were rather less, additional splits were seen for family size (split point = 0.322), age (0.162), and residence type (0.207).

Table 4. Key decision splits in the regression tree for sustainable purchase frequency.

	Obs. in Split	Split Point	Improvement
EBA	87	−0.393	0.239
PFSV	26	0.003	0.274
SABA	61	−0.485	0.146
residency	50	0.207	0.105
family	27	0.322	0.254
age	20	0.162	0.240
family	23	0.322	0.467

Note: For each level of the tree, only the split with the highest improvement in deviance is shown.

summarizes the specific information of the most statistically significant partition points.

Figure 1 shows the sequential decision rules of the decision tree regression model, therefore predicting the frequency of purchasing Pită de Pecica.

The tree begins with an initial split on emotional brand attachment (EBA), verifying the central role of affective attachment to the product as the first important predictor in the model (relative importance = 26.13%). The first decision node divides the sample into two groups based on EBA scores: lower emotional attachment (EBA < −0.393) and moderate-to-high emotional attachment (EBA ≥ −0.393).

Among lower-emotional-engagement consumers, the second most relevant factor was product functional and symbolic value (PFSV). If the PFSV score was below 0.00311, this subgroup was then split at the zero threshold. The group with negative PFSV assessment (PFSV < 0) had the least predicted buying frequency (mean = −1.06, n = 16), and participants with fairly good PFSV scores (0 < PFSV < 0.00311) have comparatively lower frequencies (mean = −0.309, n = 10). This trend suggests that even among consumers with low emotional attachment to the brand, a greater sense of functional or symbolic value might slightly increase the probability of purchase.

On the other hand, in those with higher emotional attachment to the brand (EBA ≥ −0.393), the second key predictor was sensory-affective brand association (SABA). The ones with higher sensory-affective ratings (SABA ≥ −0.485) were then further split based on residency, and there was a significant cutoff at 0.207. Urban shoppers or those with higher community ratings (residency ≥ 0.207) were also segmented by family structure, and those with scores over 0.322 demonstrated the highest frequency of sustainable consumption behavior (mean = 1.160, n = 14). However, those in the same residency level but with lower family scores (0.3 < family < 0.322) had lower moderate scores (mean = 0.046, n = 9).

In the SABA < −0.485 branch, segmentation was begun by family composition and followed by age, where cutoff points at 0.322 (family) and 0.1 (age) created four subgroups that had different purchasing behaviors. For instance, younger individuals (age < 0.1) with lower family support and negative sensory scores were associated with the lowest levels of purchase behavior (mean = −0.397, n = 8), while older participants in similar profiles had neutral-to-moderate levels (mean = 0.164, n = 12).

This hierarchical structure points to the idea that interaction between emotional brand ties, sensory sensing, and social-demographic backgrounds—namely, family and residence—is to blame for characterizing a substantial proportion of sustainable consumer conduct towards typical rural brands. Psychological engagement in the brand remained the major decision axis along the entire tree structure, while demographic factors were moderators boosting or dampening such effects depending on the group of characteristics.

5. Discussion

The results of this study underscore the intensity with which emotional and identity-driven processes drive consumer response to traditional farm products. Particularly those individuals reporting higher levels of emotional attachment and personal identification with brands, using the emotional brand attachment (EBA) and brand-based self-definition (BBSD), showered more frequencies of environmentally friendly purchases of Pită de Pecica. These findings are consistent with earlier studies prioritizing the psychological roots of brand–consumer relationships and loyalty [3,75] thereby affirming the impact of affective and self-relevant consumption experiences [37,45].

Furthermore, the explanatory power of sensory-affective brand association (SABA) vindicates the necessity of sensory appeal and hedonic quality in consumer choice to perpetually interact with local brands [41,51].

Taste, health, and pleasantness are affectively relevant and signify that sensory and symbolic value—as quantified—are synonymous with functional ratings. These dynamics are appropriate for emotional branding frameworks that suggest that intense affective connections created through feeling responses towards companies build customer loyalty [54,55].

Forth deeper, how brand meaning comes to be incorporated into consumers’ self-concept [26,30] points to a process of symbolic consumption in which brand congruity and identity expression become means of ensuring brand commitment [20,36]. In place-based branding, where local products confirm socio-cultural identity as well as their functional applications, this symbolic attachment is all the more strongly present [66,67].

To that purpose, the current contribution further specifies the application of consumer culture theory [65] and self-congruity theory [22] to rural economic behavior.

Methodologically, the decision tree model shown in Figure 1 illustrates a hierarchical set of conditions under which consumers tend to make sustainable buys. The strongest split, based on EBA scores, separates emotionally committed consumers from those who are less committed. Table 3 (feature importance) indicates that EBA accounted for 26.13% of the variance in purchasing behavior; second-place rankings went to SAVA (16.91%) and BBSD (13.99%). While to a lesser extent, other psychological factors like product functional and symbolic value (PFSV) also had an effect (12.04%).

Contrary to expectation, the influence of demographic variables was fairly limited. While family configuration (14.15%) emerged as a significant node in the decision tree, psychological constructs such as emotional brand attachment (EBA) and sensory-affective brand association (SABA) remained the dominant predictors, whereas demographic criteria like age (2.5%), education level (3.9%), and residence (4.3%) showed very limited significance. These findings validate hypotheses postulating that psychological and symbolic grounds outweigh sociodemographic grounds in developing brand selection and loyalty [29,76]. Table 4 (split points and improvements) also shows more clearly how psychological engagement measures—particularly EBA and SAVA—were the earliest and most effective splits.

The hierarchical interactions observed in the decision tree, such as family composition moderating the effect of sensory-affective associations, can be theoretically grounded in social identity theory and consumer culture theory. Family-oriented consumers may derive collective identity from culturally symbolic products, reinforcing purchase behavior despite shared psychological profiles. Meanwhile, rural versus urban residency differences likely reflect variations in the salience of place-based identity narratives, a phenomenon widely acknowledged in consumer culture theory.

One possible explanation for the marginal influence of demographic variables such as age and income is the cultural homogeneity of the sampled population, which shares common symbolic and historical references to Pită de Pecica. In such contexts, shared emotional and cultural associations may outweigh sociodemographic distinctions. Moreover, the stratified sampling design may have normalized variance across these variables, further minimizing their statistical impact. These findings align with studies showing that, in rural economies, identity-driven motivations often supersede practical or socioeconomic considerations in shaping consumption patterns [49,65]. Future research could examine whether this symbolic primacy holds across other regional products or more economically diverse samples.

Regression tree plotting confirms that repeated consumers are individuals with high affective resonance and sensory associations towards the product, supplemented in some cases with affective responses of symbolic value. These results parallel previous models of brand love [43] and indicate that shopping for local goods repeatedly is more than just rational economic action but also a vital behavioral signifier of identity, place attachment, and emotional satisfaction. Compared with similar studies from other cultural contexts, our results are consistent with research on emotional branding in regional cheese markets in France, olive oil branding in Greece, and rice branding in rural Thailand, where traditional food items also serve as carriers of cultural meaning and identity [43,45]. These parallels highlight the global relevance of brand attachment and self-congruity in promoting sustainable consumption, despite differences in product types and socio-cultural settings. Our study contributes to this literature by validating these mechanisms in an Eastern European context—an area underrepresented in sustainability branding research. Moreover, the relatively culturally homogeneous sample drawn from three Romanian counties may have amplified the role of psychological factors such as emotional attachment and identity-based self-definition over demographic variables. In more culturally heterogeneous or international samples, stronger demographic effects may emerge due to differing symbolic valuations of local products. Similar findings were reported in studies of French regional cheeses and Thai rice branding, where product familiarity and cultural resonance moderated consumer attachment intensity, highlighting the need for careful contextualization when generalizing results.

Most importantly, they have wider implications for sustainability policies and for branding in rural areas. Encouraging consumer loyalty through emotionally effective branding will be an advantage to rural food systems, as rural renaissance and short food supply chains research previously identified [77,78]. Especially for when iconic commodities, in turn, are presented as commodities of cultural continuity and personal meaning, extending consumer–brand identification in local markets can help to contribute to stronger rural economies [61].

Moreover, the results of this study confirm the application of the theory of planned behavior [57], where attitudinal and affective factors have a significant influence on intention formation [79,80].

In the case of Pită de Pecica, emotional branding seems to convert consumers’ judgments into habitual, value-based actions that secure the preservation of cultural heritage via consumption.

Together, the research indicates that, whether in tourism, marketing, or sustainability, successful rural development initiatives—regardless of their purpose—need to place greater emphasis on emotional and identity-oriented appeals than on mere financial or informational campaigns. Emotional branding, Ref. [48] suggests, speaks to consumers’ hearts and creates long-term relationships that not only lead to sales but also help ensure local authenticity and community membership. Through branding campaigns, leveraging these psychological mechanisms might eventually facilitate sustainable consumption, activate regional economies, and support community identity through habitual purchasing behavior.

Though the present study contributes useful new knowledge to the psychological foundations of rural sustainable consumption behavior, some limitations need to be recognized. The cross-sectional nature originally limits inferences of causality or tracking of temporal processes in consumer–brand relationships. Observation of how identity-based constructs and emotional brand attachment evolve over time and drive subsequent behavioral change would be significantly aided by longitudinal studies [57,81]. Second, the study centered on a single traditional product—Pită de Pecica—of a single Romanian region. This concentration might restrict the power to generalize the results to other rural goods or areas, even while enabling depth in cultural and contextual investigation. To determine the power of emotional branding impacts, follow-up studies must try to replicate and spread these results to other local brands, different cultural zones, and even worldwide rural brand systems. Cross-national comparative research would also be capable of illustrating the way cultural values and place attachment shape sustainable consumption [20,82], thereby enriching the global discourse on localized branding strategies and consumer identity in rural economies.

Furthermore, our model focused primarily on psychological and demographic predictors, yet the exclusion of external market factors may have limited its explanatory power. Marketing communication strategies, competitive product positioning, and physical or digital availability of the product are known to significantly influence consumer decision making. Future research should integrate such variables into predictive models to account for environmental constraints and market dynamics that interact with consumer identity and emotional branding. This would offer a more holistic view of sustainable consumption in rural economies.

While the decision tree regression model offered meaningful insights into the hierarchy of psychological predictors, its modest explanatory power (R² = 0.43) and notably high mean absolute percentage error (MAPE = 236.85%) point to the substantial unpredictability characteristic of real-world consumer behavior. This variability underscores the complex, multi-determined nature of sustainable consumption, which often includes unmeasured contextual or emotional contingencies. One promising avenue for future research would be the integration of qualitative components—such as in-depth interviews or ethnographic observation—to capture the symbolic narratives, social meanings, or micro-level decision processes that quantitative models may not fully account for. Moreover, cross-regional or cross-product comparative studies could help to validate whether emotional brand attachment and identity alignment consistently serve as strong predictors in other rural contexts, thereby increasing the generalizability of findings. Such a multipronged approach would contribute to the growing interdisciplinary literature seeking to unify psychological, cultural, and sustainability-oriented consumption research.

In particular, the substantial behavioral unpredictability indicated by the high MAPE (236.85%) suggests the influence of unmeasured contextual or situational factors. Motivational fluctuations (e.g., emotional mood states, situational cravings), practical barriers (e.g., accessibility of Pită de Pecica in local markets), and price sensitivity could all contribute to consumption variability beyond the stable psychological traits measured. Future models may benefit from incorporating such dynamic factors to improve predictive accuracy.

6. Conclusions

This study accentuates the importance of affective and identity-based relations towards the formation of customer behavior towards locally grown sustainable foodstuffs. More specifically, research findings show that psychological concepts like emotional brand attachment and brand-based self-definition are strong predictors of frequent and repeat purchasing of Pită de Pecica, a symbolically and culturally rooted rural brand. These findings add to an increasing body of research that frames consumer–brand interactions as strongly grounded in self-congruity, affective resonance, and place-based meaning rather than transactional.

This study offers strong evidence that rural sustainable consumption is not only driven by utilitarian evaluations of product attributes but also by a cross-functional interaction between affective branding, cultural symbolism, and perceived identity fit through combining consumer psychology constructs with behavior modeling techniques. Rural development initiatives to boost local food systems, strengthen regional identity, and enhance the vulnerability of small-scale producers by brand loyalty especially draw on such data. Local producers and marketers can operationalize emotional connections by embedding nostalgic storytelling in promotional materials—such as highlighting family baking traditions, village histories, and seasonal festivities tied to Pită de Pecica. Packaging designs could incorporate traditional symbols, motifs, or historical references to reinforce cultural identity and sensory memory at the point of sale.

From a practical standpoint, the findings suggest that local producers and rural marketers should prioritize emotionally resonant storytelling that emphasizes tradition, family history, and cultural pride. Packaging and communication strategies that evoke nostalgia, sensory memory, and place attachment may increase purchase frequency. For policymakers, support for branding initiatives rooted in emotional and symbolic identity can enhance consumer engagement with rural products. Subsidies or grants could be allocated for promotional campaigns that foreground cultural continuity alongside sustainability, thus marrying economic and emotional value propositions. Additionally, regional product registries and community fairs should be used as platforms to solidify emotional branding and reinforce the local identity of traditional goods.

Institutional support mechanisms, such as the European Union’s Protected Geographical Indications (PGI) framework and local development subsidies, can enhance the emotional and symbolic resonance of rural brands. Such interventions not only protect traditional products but also bolster the cultural and economic sustainability of rural communities, reinforcing the psychological attachment mechanisms highlighted in this study.

The present research also offers evidence in favor of diversification-favorable policies, sustainability, and economic valorization of native resources, complementing and buttressing the goal of the special issue. Infusing psychological and cultural aspects in branding campaigns might hence be an effective driver towards rural rehabilitation and ensuring a stronger and more inclusive rural economy that is sensitive to consumer demands as well as social values.