From Heritage to Modern Economy: Quantitative Surveys and Ethnographic Insights on Sustainability of Traditional Bihor Products

Abstract

While accelerating globalization and technological transformation, traditional food products occupy a vulnerable yet strategically important position, straddling the line between cultural preservation and the need to remain economically viable. This study assesses both the sustainability and economic potential of traditional food items specific to Bihor County, Romania, with particular attention to their integration into contemporary value chains. A mixed-methods design was employed, combining structured surveys with 137 local consumers and semi-structured interviews with 20 regional producers. This research focused on consumer awareness, purchasing behavior, and producers’ readiness to engage with digital tools, within the broader framework of human-centered development and the Industry 5.0 paradigm. Findings reveal a modest but consistent link between familiarity and the willingness to pay a premium, although the frequency of consumption appeared to be unaffected. Sustainability emerged as a widely held value, commonly associated with seasonality, natural ingredients, and artisanal methods. On the supply side, producers showed a cautious openness to digital adoption, often tempered by a strong desire to preserve traditional practices. Based on these insights, this study outlines a territorially grounded framework for enhancing the resilience of traditional foods. Policy recommendations include support for user-friendly digital platforms, improved rural infrastructure, and initiatives that reinforce the regional gastronomic identity.

1. Introduction

1.1. General Context of Research

Traditional food is far more than sustenance, serving as a living narrative of places, people, and memory. Rooted in centuries of practice, it embodies the interplay between local ecology, communal customs, and the diverse historical paths that have shaped regional identities [1,2]. In Bihor County, the culinary landscape bears witness to this intricate heritage. The area’s gastronomic tapestry, woven through the shared legacies of Romanian, Hungarian, Jewish, and Slovak communities, reveals itself in distinctive dishes like the Beiuș pie, forest-foraged mushroom soups, Austro-Hungarian-inspired stews, and rustic desserts crafted from plums and seeds. These are more than recipes; they are repositories of intangible cultural heritage [3].

The significance of such traditions extends beyond cultural symbolism. Within the framework of Agricultural Heritage Systems, as defined by the FAO through its Globally Important Agricultural Heritage Systems (GIAHS) program, traditional foods are recognized as vital to the in situ conservation of biodiversity, the maintenance of traditional knowledge systems, and the safeguarding of rural livelihoods. One of the GIAHS’s core attributes is the pivotal role traditional food plays in ensuring food and livelihood security for local communities, which is tightly interwoven with the preservation of specific agroecosystems and landraces that are often endangered in industrial food chains. In Bihor, many traditional dishes rely on heirloom ingredients, seasonal practices, and low-impact production methods—components that reflect the dynamic conservation goals embedded in the GIAHS model.

Such traditions have largely survived through informal transmission, passed down within families and local communities, often without written codification. This organic preservation has safeguarded authenticity, but it has also made these practices vulnerable. Today, a combination of lifestyle shifts, rapid urbanization, and the global push toward food uniformity has eroded their visibility, particularly among the younger population. The demands of modern commerce, standardization, efficiency, and scalability rarely align with the slower, place-based nature of traditional food production.

However, the current economic shift offers a countercurrent. As Industry 4.0’s emphasis on automation gives way to the more human-centric vision of Industry 5.0, new pathways emerge [4]. Here, cultural specificity and human values reclaim relevance in shaping economic activity. Within this framework, local food traditions can reposition themselves, not just as relics of the past, but as strategic assets for sustainable development. When aligned with contemporary concerns, such as ecological responsibility, transparency in sourcing, and community well-being, traditional products hold a renewed potential for economic valorization [5].

This recognition calls for a multidisciplinary approach, one that bridges cultural preservation with economic pragmatism. The present study responds to this challenge by focusing on Bihor County as a case in point. It seeks to examine how a regional culinary identity can be leveraged in a modernizing context without compromising its essence, offering a nuanced exploration at the intersection of tradition and innovation.

1.2. Fundamental Research Objective

This research aims to critically explore how traditional food products from Bihor County can retain both their cultural distinctiveness and economic utility in a context marked by accelerating social and technological change. At its core, this study investigates how these goods can be repositioned not as static relics of the past but as dynamic contributors to sustainable development under the emerging principles of Industry 5.0—a paradigm that shifts the focus from automation and efficiency toward inclusion, resilience, and human-centric innovation [4,6].

To that end, this research sets out two interlinked objectives. First, it examines how consumers perceive and attribute value to traditional foods, particularly about broader trends such as health consciousness, environmental awareness, and cultural authenticity. Second, it assesses the capacity of local producers to adapt economically and operationally to new demands associated with digital integration, evolving market structures, and cooperative competition (coopetition), without compromising the traditional character of their offerings.

This study adopts a holistic approach, integrating quantitative survey data with qualitative insights derived from ethnographic interviews and field observation. This dual method allows for a layered understanding of both consumption behavior and production practices. Rather than treating these as isolated phenomena, this research examines their interplay to inform a regional model of sustainable food systems development—one that positions heritage-based products as both economically viable and socially relevant.

Through this integrative lens, this study responds to a pressing policy and academic concern: how can rural communities protect their culinary traditions while ensuring these traditions remain adaptable within modern economic frameworks? Beyond mere documentation, this research contributes a grounded and forward-looking perspective on how Bihor’s traditional food products might serve as levers for inclusive growth, regional identity consolidation, and sustainable market participation in the era of Industry 5.0.

1.3. Research Hypotheses

Building on the central objective outlined above, this section formulates a series of hypotheses designed to empirically explore the interdependencies between consumer behavior and producer adaptation within the traditional food sector of Bihor County. These hypotheses serve not only as operational tools for structuring the mixed-method approach adopted in this study but also as conceptual anchors linking the evolving landscape of cultural food heritage to the emergent ethos of Industry 5.0.

Each hypothesis reflects a core dimension of this research: the cultural valuation of traditional foods, their economic positioning in contemporary markets, and the capacity of producers to respond to shifting consumer expectations and technological opportunities. The integration of quantitative and qualitative data strengthens this study’s ability to assess whether traditional food products can be both economically viable and socially meaningful in a future-oriented, human-centered economy.

Hypothesis 1 (H1).

Consumers in Bihor County and adjacent areas associate traditional food products with a strong cultural meaning and simultaneously perceive them as aligned with sustainable and health-conscious consumption practices. This hypothesis will be tested through the analysis of survey data measuring awareness, consumption patterns, and respondent attitudes toward authenticity, the environmental impact, and product traceability.

Hypothesis 2 (H2).

There exists a willingness among consumers to pay a premium for traditional food items when these are communicated through branding strategies that emphasize a regional origin, artisanal quality, and credibility. This proposition will be examined by identifying correlations between purchasing preferences and perceptions of the labeling, local identity, and accessibility, factors that increasingly influence consumer trust and decision-making in a diversified market.

Hypothesis 3 (H3).

Producers of traditional food in Bihor exhibit a cautious but emerging openness toward collaborative mechanisms, such as coopetition and the use of digital tools for marketing and distribution. Importantly, this engagement tends to be selective, evolving in ways that preserve the authenticity and cultural specificity of the products. Ethnographic interviews will provide the qualitative depth necessary to explore how producers negotiate the balance between innovation and tradition and how they perceive the risks and benefits of technological integration and cooperative strategies.

Together, these hypotheses contribute to a broader analytical framework through which this study seeks to evaluate how traditional foods may be repositioned within contemporary economic circuits without being stripped of their identity. They also support the formulation of evidence-based policy directions and business models that can help local producers navigate the transition toward a more sustainable, digitally mediated, and culturally grounded agri-food economy.

1.4. The Originality of the Research

In light of the research aims and hypotheses previously outlined, this study offers a distinct contribution to the emerging interdisciplinary discourse on food heritage, sustainability, and regional development. While the existing literature has increasingly acknowledged the cultural and environmental value of traditional food systems [7,8,9], fewer investigations have explicitly examined how such systems can evolve in response to contemporary pressures, including digitalization, changing consumer ethics, and shifting economic paradigms associated with Industry 5.0.

What differentiates this research is its dual emphasis on an empirical grounding and conceptual innovation. Methodologically, it combines quantitative assessments of consumer behavior with a qualitative ethnographic inquiry, thereby capturing the full spectrum of the traditional food value chain—from perception to production. This integrative lens enables the identification of both enabling factors and structural constraints that shape the market participation of heritage-based food products in Bihor County.

This study also brings forward an underexplored concept in the Romanian context: coopetition—a hybrid strategy that blends cooperation and competition [10,11]. Applied here to small-scale producers, coopetition is considered not only as a market survival tactic, but as a potentially transformative approach for improving visibility, reducing operational risks, and enabling access to digital tools and new consumer segments. Although this model has proven effective in other regions and sectors, its application to the artisanal food economy in Central and Eastern Europe remains largely absent from academic and policy debates.

Moreover, this research addresses a gap in the current knowledge by contextualizing the digital transition not as a threat to authenticity, but as a resource that—if shaped by local values—can reinforce the cultural and economic relevance of traditional foods. This perspective allows for the formulation of actionable strategies that prioritize both sustainability and inclusivity, aligning with Industry 5.0’s broader commitment to participatory, place-based development.

Finally, although rooted in the specific socio-economic and cultural landscape of Bihor, the framework developed here holds a broader relevance. Many rural regions in Romania and across Central and Eastern Europe face comparable tensions between modernization and heritage preservation [12,13,14,15,16]. As such, the findings of this study are intended to be transferable, offering a replicable model for other communities seeking to navigate the delicate intersection of tradition, innovation, and resilience in the agri-food sector.

2. Theoretical Framework and Literature Review

2.1. Definition of Key Concepts

To fully understand the analytical lens of this study, it is necessary to clarify several foundational concepts that shape both the theoretical orientation and the interpretation of empirical results. These concepts not only support the structure of the research design but also influence how findings are situated within broader debates on cultural preservation and economic modernization.

Traditional food products are generally recognized as culinary items whose recipes, preparation methods, and regional provenance are deeply embedded in the identity of local communities, serving as markers of intangible cultural heritage [17,18]. By both European regulations and national standards, a food item qualifies as traditional when it is produced using techniques that have remained largely unchanged for at least three generations and are tied to a specific geographic area [19]. In Bihor County, this category includes a rich array of foods, ranging from rustic pies and fermented dairy to soups and confections shaped by the region’s multicultural legacy and layered history [20].

Food sustainability, as articulated by the Food and Agriculture Organization [21], refers to the ability of food systems to ensure adequate, safe, and nutritious food for present and future generations while preserving ecosystems, minimizing environmental degradation, and promoting social inclusion. When applied to traditional food production, sustainability takes on additional dimensions: it implies the continued use of seasonal, locally sourced ingredients; the reliance on small-scale, artisanal production methods; and the reinforcement of short supply chains anchored in community values [22,23]. These practices contribute not only to environmental protection but also to rural vitality and the transmission of culinary knowledge across generations.

The concept of Industry 5.0 introduces a new paradigm in the development of food systems—one that moves beyond the automation-centric priorities of Industry 4.0 and emphasizes the integration of technological innovation with a social purpose, ecological awareness, and human-centered design [24,25]. Within the agro-food sector, and particularly in the domain of traditional food production, this approach creates opportunities to embed innovation in ways that respect and even amplify cultural specificity. Rather than scaling for volume and uniformity, as in previous industrial models, Industry 5.0 encourages producers to adopt flexible, small-scale digital solutions—such as traceability apps, e-commerce platforms, and personalized storytelling through digital branding—that enhance visibility while preserving identity. In rural regions like Bihor, where many producers operate in low-tech environments, such tools can serve as low-barrier entry points into wider markets, enabling greater resilience without compromising artisanal integrity. Furthermore, Industry 5.0 promotes value-aligned collaboration across the supply chain, fostering ethical production standards, inclusive economic models, and technological sovereignty at the local level. This paves the way for traditional food systems to participate in modern distribution and innovation networks not by abandoning their distinctiveness, but by leveraging it as a strategic asset.

Alongside this, the concept of coopetition—a hybrid of cooperation and competition—has emerged as an effective strategic orientation for small- and medium-sized producers. It allows market actors who might otherwise operate in isolation to pursue shared goals through joint initiatives without losing their market identity. In the context of traditional foods, this may include shared participation in regional branding initiatives, the co-development of digital sales platforms, or coordinated logistics for farmers’ markets and food fairs [26]. Such arrangements promote market access and cost-sharing while preserving product differentiation and craft authenticity.

The dynamics of food globalization also play a critical role in shaping the prospects of traditional food systems [27]. As regional food products become more visible in international markets, they are simultaneously exposed to the risks of homogenization, commercial dilution, and cultural detachment. In this context, globalization can function as a double-edged process—expanding opportunities while threatening local specificity. However, for communities like those in Bihor, globalization may also catalyze a renewed interest in regional identity, provided local actors maintain control over how their culinary heritage is curated, promoted, and distributed in the global arena [28,29].

Taken together, the perspectives offered by Industry 5.0, coopetition, and globalization create a comprehensive conceptual framework through which traditional food products may be reconceptualized not simply as nostalgic or historical artifacts but as active drivers of sustainable, inclusive, and culturally grounded economic development.

2.2. Similar Case Studies and Their Relevance

The specialized literature underscores the potential of traditional food products to act as catalysts for sustainable local development, particularly when integrated into coherent frameworks of promotion, collaboration, and market adaptation. The case studies presented below, drawn from both national and international contexts, deepen the understanding of how such products can be strategically leveraged in the context of post-industrial economies and global food systems.

2.2.1. National Case Studies

In the Maramureș region, for instance, Mitu (2021) demonstrates how incorporating traditional foods into rural tourism initiatives can serve multiple functions: preserving cultural identity while simultaneously generating a supplementary household income [30]. Culinary items such as balmoș, horincă, and traditional stone-baked pies have become emblematic of local authenticity, particularly appealing to visitors from urban areas. Despite these opportunities, the research also brings attention to persistent limitations, insufficient distribution infrastructure, issues related to certification, and a general lack of coordinated promotion strategies [20]. These challenges underline the structural fragilities faced by even culturally rich areas, suggesting that the heritage value alone is not sufficient without targeted support systems.

The case of Sibiu offers a different but equally instructive example. As shown in the work of Stanciu et al. (2022) [31], the establishment of food cooperatives among small-scale producers led to increased visibility and enhanced consumer confidence. Shared branding efforts, combined with active participation in regional fairs, provided a platform for effectively applying coopetition principles. The initiative is widely regarded as a model for a collaborative enterprise within the Romanian agri-food sector. By formalizing collaboration without erasing individuality, the Sibiu example illustrates how hybrid economic models can offer stability, identity reinforcement, and access to broader markets in tandem.

2.2.2. International Case Studies

Beyond national borders, Italy stands out as a reference point in the literature, particularly for its structured support of geographically protected food products (PDO and PGI). Ciliberti et al.’s (2024) [32] examination of Parmigiano Reggiano illustrates how legal protections, combined with producer consortia, facilitated not only the safeguarding of product quality and heritage but also a successful expansion into global markets. Unified branding strategies and digital traceability systems were critical to this outcome [32]. The Italian model shows that standardization mechanisms, when driven by producer governance, can secure authenticity and a competitive edge simultaneously.

In France, the concept of terroir has played a central role in reinforcing the identity and market success of products such as artisanal cheeses and wines. A notable example is Comté cheese, where producers, farmers, and distributors operate under a tightly coordinated coopetition model [33], which highlights the regulatory rigor and community-based governance structures that have ensured consistency in the quality and origin while fostering shared responsibility among stakeholders. This model balances decentralization with unity, allowing for adaptive responses while preserving a strict adherence to traditional standards.

Hungary presents yet another compelling case. The research conducted by Garai-Fodor et al. (2022) [34] analyzed the evolution of traditional product markets following the country’s accession to the European Union. Their findings indicate that producers who embraced collaborative networks, often supported by EU funding and joint digital platforms, were significantly more successful in enhancing their domestic market position, all while maintaining regional authenticity. The Hungarian case is particularly relevant for post-socialist regions, revealing the extent to which structural investment and collective identity can be harmonized in transition economies.

Taken together, these case studies suggest that the success of traditional food products is not determined solely by historical value or culinary uniqueness. Rather, it depends on the capacity of local actors to engage in strategic cooperation, adopt adaptive technologies, and articulate unified promotional efforts. For Bihor, a region rich in gastronomic heritage yet still economically underleveraged, these examples offer both inspiration and practical models that could be tailored to local realities.

3. Materials and Methods

3.1. The Studied Region and Research Adaptation to the Context

The empirical research was conducted in Bihor County (see Figure 1), located in the northwestern part of Romania, within the historical region of Crișana. Bordered by Hungary to the west and by the counties of Satu Mare, Sălaj, Cluj, Alba, and Arad, Bihor benefits from a strategic geographic position that facilitates both transnational cooperation and regional economic circulation. The administrative center of the county is Oradea, a city known for its architectural heritage and growing cross-border infrastructure.

Bihor spans an area of approximately 7544 km², making it one of the larger counties in Romania in terms of land coverage. As of the most recent census data, the county has a population of roughly 600,000 inhabitants, with a demographic structure that reflects both ethnic diversity and a marked rural–urban divide. The majority of the population identifies as ethnic Romanian, followed by significant Hungarian and Roma communities, particularly in rural localities. This multicultural composition plays a formative role in the region’s culinary identity, which integrates Romanian, Hungarian, Jewish, and Slovak influences.

Given these demographic and territorial characteristics, Bihor County provides a relevant and contextually rich environment for analyzing how traditional food products can adapt to new economic paradigms while maintaining their cultural foundations. The diversity of the region, coupled with its evolving market dynamics, offers both challenges and opportunities that make it a compelling case for this research.

Bihor County stands out through its deeply rooted cultural identity, shaped over time by a legacy of ethnic coexistence and a geographically diverse landscape, ranging from mountains and hills to expansive plains. This blend of cultural and environmental factors is reflected in the region’s culinary heritage, where Hungarian, Jewish, Slovak, and Romanian influences intertwine in a repertoire of traditional dishes transmitted informally across generations, often within family settings [35].

Bihor’s food culture encompasses both everyday staples and recipes reserved for festive occasions, religious observances, and communal gatherings [36]. Among the region’s emblematic preparations are Beiuș pie, dumpling stews, wild mushroom soups native to the Budureasa area, millet-based sausages and cabbage rolls, chicken paprikash, and gomboți (plum-filled dumplings). Equally noteworthy are Jewish-inspired desserts, such as cholent and poppy seed pastries. Many of these dishes are closely tied to seasonal agricultural rhythms, religious calendars, and the historical interplay of neighboring cultural traditions, creating a culinary identity that is both localized and richly layered [20].

This region was selected as the focus of the present study not only due to its culinary wealth but also because it provides a relevant context in which to explore the evolving relationship between tradition and modernity. Over recent decades, Bihor has undergone substantial transformations, including intensified urban development, demographic shifts through migration, and the restructuring of rural economies [37]. These changes have inevitably influenced patterns of food production, modes of consumption, and the continuity of culinary knowledge.

Accordingly, the research design was carefully tailored to the particularities of the local context. A diverse sample was constructed, incorporating both rural and urban inhabitants, as well as visitors and consumers from outside the region. In parallel, active producers of traditional food—identified through local markets, festivals, and informal networks—were engaged for the qualitative component. To ensure the cultural specificity and relevance of the research tools, references to key regional dishes were embedded directly into both the questionnaire and interview guide.

This contextual grounding not only reinforces the external validity of the findings but also enhances their applicability, and the insights generated here offer concrete value for local policymakers, producer networks, and all stakeholders invested in preserving and promoting the gastronomic heritage of Bihor in a way that is both respectful of tradition and responsive to contemporary challenges.

3.2. Research Design

To effectively explore the central research objective and test the proposed hypotheses, this study was structured around a mixed-methods design, bringing together quantitative and qualitative tools in a mutually reinforcing manner. This integrated approach offers a balanced framework, one that leverages the precision of statistical data while also capturing the complexity of local contexts through in-depth, interpretive insights. By drawing on the strengths of both methodological traditions, this research—which has been conducted over a period of 6 months, starting from November 2024—gains a more layered and comprehensive perspective on the phenomena under investigation.

3.2.1. Quantitative Component: Consumer Questionnaire

The core instrument employed in the quantitative phase of this research was a structured questionnaire aimed at capturing perceptions, attitudes, and consumption patterns related to traditional food products originating from Bihor County. A total of 137 individuals participated in the survey, selected through a stratified sampling technique to ensure a balanced representation across key demographic variables, including the place of residence (urban vs. rural), age group, gender, and respondent status—whether a resident or a visiting consumer. The questionnaire was organized into several thematic sections to provide a comprehensive overview of the subject:

• Socio-demographic profiling—This section collected essential background information to enable segmentation by age, gender, education level, income, and residential environment (urban or rural). Sample question: What is your highest level of formal education?
• Familiarity with specific traditional products from the region—Participants were asked to indicate their knowledge and recognition of various traditional food items specific to Bihor County, such as plăcinte, ciorbe ardelenești, or cozonac cu nucă. Sample question: Have you heard of or consumed any of the following traditional foods in the past year?
• Frequency and context of consumption—This part aimed to understand consumption habits and preferences, including whether traditional foods are part of daily diets or reserved for special occasions. Sample question: How often do you consume traditional dishes (e.g., homemade or locally produced) per month?
• Perceptions of sustainability, product authenticity, and pricing acceptability—Here, respondents were invited to express their views on whether traditional foods are perceived as healthier, more sustainable, or more authentic than industrial alternatives, as well as their willingness to pay a premium. Sample question: To what extent do you agree with the following statement: “Traditional food products are healthier and more environmentally friendly than mass-produced items”?
• Openness to contemporary purchasing methods, such as online platforms, eco-friendly packaging, and regionally branded labels—This section explored attitudes toward digital commerce, sustainable packaging, and labels indicating regional origin. Sample question: Would you be willing to purchase traditional food products online if authenticity and origin were verified?
• Views regarding the potential for wider promotion and international market integration of these food items—respondents assessed the perceived potential for traditional foods from Bihor to be more actively promoted, both nationally and internationally. Sample question: Do you believe traditional food products from Bihor could have a competitive place in international markets if properly marketed?

To broaden the reach and enhance data reliability, we collected the responses through a dual distribution strategy. Physical copies were administered in person at markets and local festivals, while a digital version of the questionnaire was circulated via social media platforms and culinary interest groups. This blended approach facilitated access to diverse consumer segments and ensured the inclusion of both habitual and occasional consumers of traditional food.

In designing the consumer questionnaire component, a non-probability quota sampling approach was adopted, as it was deemed the most appropriate method to ensure the inclusion of diverse socio-demographic and geographic profiles. This technique allowed us to structure the participant selection based on predefined quotas, without employing randomization, thereby reflecting the heterogeneity of the study population. Regarding the recruitment, it was carried out through both in-person interactions and online engagement. The physical distribution took place in high-traffic public settings, such as local markets, traditional fairs, and culinary festivals, while the online version was circulated via digital platforms to reach younger, tech-savvy respondents. This blended method enhanced accessibility across demographic lines and increased the representativeness of the sample.

A target of 137 completed questionnaires was established, providing a robust base for conducting both descriptive and correlational statistical analyses. Respondents were distributed across key socio-demographic categories as follows: gender—58% female and 42% male; residence—61% urban and 39% rural; age groups—18–30 years (32%), 31–50 years (46%), and over 50 (22%); and education levels—secondary or vocational education (37%), higher education (49%), and postgraduate studies (14%). These proportions were chosen to reflect the socio-economic diversity of the county and to ensure meaningful comparisons across consumer segments.

The sampling design was instrumental in ensuring that the findings would not only reflect the nuances of consumer behavior in Bihor but also hold analytical relevance for broader discussions around traditional food consumption in contemporary contexts.

The questionnaire data were analyzed using version 27 of SPSS (Statistical Package for the Social Sciences), with a structured sequence of statistical procedures applied to extract meaningful insights. The analysis began with descriptive statistics, aimed at capturing key patterns in consumption frequency, familiarity with specific traditional products, points of purchase, and overall levels of appreciation for Bihor’s culinary offerings.

To explore associations between respondent characteristics and their perceptions of authenticity, sustainability, or price sensitivity, both Pearson and Spearman correlation coefficients were used, depending on the level of measurement and data distribution characteristics. Comparative analyses were subsequently carried out using t-tests and ANOVA, aiming to identify statistically significant differences between respondent groups, such as locals versus tourists or younger versus older participants, particularly about their consumption patterns and value orientations toward traditional food products.

Given this study’s exploratory nature and the moderate sample size, we adopted a pragmatic approach to statistical testing. While assumptions of normality were not formally tested using inferential methods, the selected techniques were applied with caution, and non-parametric alternatives were employed in cases where the scale of measurement or the structure of responses indicated limited suitability for parametric analysis. The primary objective of the analysis was to identify indicative trends and significant group differences, rather than to build predictive models. Although more advanced statistical tools, such as factor analysis or regression, were considered, they were not implemented at this stage to maintain interpretative clarity and methodological transparency. These methods are, however, seen as valuable directions for future research.

In addition, exploratory clustering techniques were applied to identify consumer typologies based on shared preferences and behavioral patterns. This step allowed us to construct nuanced profiles, offering a more refined understanding of how various segments interact with the traditional food landscape.

Collectively, these analytical stages support the testing of Hypotheses H1 and H2, while also contributing to a broader interpretation of the complex dynamics between consumer identities and their engagement with traditional food products in the Bihor region.

3.2.2. Qualitative Component: Ethnographic Research Among Producers

The qualitative strand of this research was grounded in an ethnographic approach, designed to capture the lived experiences and cultural meanings embedded in traditional food practices, a methodology that combined multiple techniques, including the following:

• Semi-structured interviews conducted with 20 key actors involved in traditional food production, ranging from culinary artisans and small-scale household producers to market vendors and participants at local festivals;
• Direct, participatory observation carried out in domestic kitchens and production sites, wherever access was granted;
• Visual and narrative documentation aimed at preserving both the tangible and intangible aspects of food-making—recipes, techniques, and the relational dynamics between producers and their customers.

The interview protocol was developed around a set of core thematic areas, allowing flexibility while ensuring consistency across cases. Topics addressed included the following: the intergenerational transmission of culinary knowledge; practical and economic challenges encountered in day-to-day production; attitudes toward technological tools and digital media; willingness to engage in collaborative initiatives; perceptions of the evolving profile of consumers; and imagined pathways for future development.

We believe that this component of the study proved essential in uncovering dimensions that quantitative tools alone cannot fully capture. It brought to light the emotional labor, personal histories, and identity narratives that underpin traditional food practices—elements that, while not easily measured, are fundamental to understanding the social sustainability and cultural significance of these products in a rapidly changing world.

For the ethnographic component of this study, a purposive sampling strategy, commonly employed in qualitative research, was applied to identify participants with deep-rooted engagement in traditional food practices. Our selection focused on individuals recognized within their communities for their culinary expertise and active role in preserving local gastronomic traditions and included seasoned producers, often older members of the community, as well as participants regularly involved in regional food fairs and heritage events.

Sampling criteria were defined to ensure both relevance and diversity, and the key factors taken into consideration were as follows:

• Sustained participation in the preparation or commercialization of traditional food items;
• Variety in the types of products produced, ranging from savory dishes and baked goods to preserves, cured meats, and regional desserts;
• Openness to dialog and a willingness to reflect on personal experiences, challenges, and knowledge transmission.

This research aimed not for statistical representation, but for conceptual depth. While the interviews were conducted until reaching theoretical saturation—the point at which additional data no longer introduced new themes but rather echoed existing insights—the approach allowed for a comprehensive exploration of the cultural, practical, and emotional dimensions underpinning traditional food production in the region.

The interview data collected through the ethnographic component were fully transcribed and subjected to thematic analysis, analyzed by NVivo 12 software for data organization and coding. A dual coding strategy was applied, combining inductive techniques, which allowed themes to emerge organically from the narratives, with deductive coding informed by this study’s hypotheses and the predefined categories outlined in the interview guide. Following this, the analytical workflow unfolded in several stages. First, recurring motifs were identified within the producers’ discourse, such as “safeguarding tradition,” “barriers to promotion,” “tensions between technological adoption and authenticity,” and “informal forms of collaboration.” These themes were then analyzed in relation to individual producer profiles, taking into account the types of products they specialized in, their personal histories, and their level of involvement in formal or informal market structures.

Furthermore, qualitative insights were systematically compared with the findings generated through the quantitative analysis, cross-referencing that served not only to validate certain patterns but also to contextualize and enrich the interpretation of the statistical trends that might otherwise remain abstract.

Overall, we believe that this qualitative investigation plays a central role in testing Hypothesis H3. It offers a nuanced, context-sensitive view of how traditional food producers in Bihor perceive innovation, negotiate their identities, and respond to opportunities for growth through cooperative strategies and digital engagement.

3.2.3. The Analysis Model of the Results

In light of this study’s mixed-methods design, the analysis was carried out along two interrelated yet methodologically distinct paths. On the one hand, the quantitative data derived from the consumer questionnaires were subjected to statistical examination to identify trends, correlations, and patterns of behavior. On the other hand, the qualitative insights gathered through ethnographic interviews were analyzed thematically, allowing for the interpretation of deeper meanings and contextual nuances embedded in participants’ narratives.

By integrating these two analytical perspectives, this research benefits from a process of cross-validation, where findings from each strand inform and reinforce one another. This dual approach not only enhances the robustness of the conclusions but also facilitates a more comprehensive and layered understanding of the dynamics surrounding traditional food consumption and production in the studied region.

3.2.4. The Validity and Limitations of the Research

To strengthen the reliability and clarity of the research instruments, a pilot test was conducted on a group of 10 participants. This preliminary phase enabled the refinement of the questionnaire, ensuring that item phrasing was both accessible and contextually relevant. In parallel, the interview guide was adjusted following two exploratory interviews, which allowed the incorporation of culturally specific language and locally meaningful references drawn directly from the community context.

Despite these precautions, several limitations must be acknowledged, and a distinction should be made between those affecting the quantitative and qualitative components of this research.

For the quantitative component, limitations include the modest sample size (N = 137) and the use of non-probability quota sampling, which, although appropriate for exploratory work, restricts the statistical generalizability of the findings. Additionally, since the questionnaire was structured around individual items rather than latent constructs, formal scale validation techniques were not applied, which is an approach appropriate to the research design but one that limits psychometric evaluation. There is also a risk of social desirability bias, particularly among respondents who may have expressed favorable attitudes toward traditional products without necessarily reflecting their actual purchasing behavior.

In the qualitative component, access to more isolated or digitally disconnected producers proved difficult, narrowing the scope of perspectives, especially from those operating informally or in remote rural areas. Moreover, the seasonal nature of many traditional food products constrained field observations, as certain production practices or ingredient uses are tied to specific times of the year. Finally, given the exploratory character of the interviews and the limited number of participants (20), the findings should be viewed as indicative rather than exhaustive.

To mitigate these limitations, a triangulated research design was adopted. By combining survey data with ethnographic fieldwork and qualitative interviews, and by collecting data across varied environments (urban/rural and digital/physical), this study aimed to enhance both the credibility and contextual richness of its findings. While the limitations impose caution on generalization, the results nonetheless provide a robust foundation for future research and policy development.

4. Results

4.1. Results of the Quantitative Analysis

As part of the quantitative dimension of this study, data were gathered from a total of 137 participants through the administration of the structured questionnaire. This phase of the research was designed to examine Hypotheses H1 and H2, which address consumer attitudes toward traditional food products specific to the Bihor region. Central to the analysis were variables such as the degree of familiarity with these products, patterns of consumption, willingness to pay a premium, and perceived sustainability.

To deepen the understanding of these patterns, the data were further segmented by key demographic indicators. Differences in responses were explored based on the respondents’ place of residence, urban versus rural, as well as across generational cohorts. This comparative lens was extremely important because it provided a clearer picture of how cultural perception and economic behavior intersect within different social groups, offering insights into both the opportunities and constraints faced in promoting traditional gastronomy in a contemporary context.

4.1.1. Socio-Demographic Profile of Respondents

The respondent sample reflects a balanced demographic composition, both in terms of age and the geographical origin. Young adults between the ages of 18 and 35 represented the largest cohort, accounting for 54 individuals (39.4%). They were closely followed by participants aged 36 to 59, who comprised 37.2% of the total (51 respondents). The senior group, aged 60 and above, constituted 23.4% of the sample, with 32 respondents.

When considering the place of residence, the distribution also remained proportionate: 77 respondents (56.2%) were from urban areas, while 60 individuals (43.8%) resided in rural communities. Additionally, the degree of regional affiliation was assessed. A significant majority—96 participants or 70.1%—were local to Bihor, whereas 41 respondents (29.9%) were identified as tourists or visitors from outside the county.

This demographic spread enables the analysis to incorporate a diverse range of perspectives, because it ensures that insights are not limited to local interpretations alone but also reflect the viewpoints of those encountering Bihor’s traditional food culture from the outside, thereby enriching the overall understanding of the consumer perception across different audience segments.

4.1.2. Statistical Tests and Interpretation of Results

In order to investigate the relationships among key variables and to rigorously test the research hypotheses, a combination of statistical techniques was employed and included Pearson and Spearman correlation coefficients, independent samples t-tests, and a one-way ANOVA. The selection of both parametric and non-parametric methods was intentional, allowing the analysis to accommodate the mixed nature of the data, comprising ordinal, nominal, and interval-level variables, while ensuring methodological robustness.

Through this analytical framework, several dimensions were explored, starting with this study examining whether a link exists between the consumer familiarity with traditional food products and their willingness to pay a premium, thus addressing Hypotheses H1 and H2. In parallel, the tests that we conducted were able to assess whether significant differences emerged in attitudes and consumption patterns when segmented by demographic factors such as the age group, residential setting (urban versus rural), and respondent status (resident versus tourist).

Furthermore, the analysis looked at how perceptions of sustainability and authenticity intersect with the consumer openness to contemporary purchasing models, including online platforms and eco-conscious packaging. Together, these methods provided a multi-layered view of the consumer behavior, enriching the overall interpretation of how traditional food products are valued and approached in the context of a shifting food economy.

Pearson Correlation: Level of Awareness vs. Frequency of Consumption

This analysis explores the relationship between

X—the awareness score of traditional food products (on a scale from 1 to 5);

Y—the frequency of the consumption of these products (also on a scale from 1 to 5).

The Pearson correlation is used to assess the strength and direction of the linear relationship between these two continuous variables [38].

Formula:

$$\mathrm{r}=\sum (({\mathrm{X}}_{\mathrm{i}}-\overline{\mathrm{X}})({\mathrm{Y}}_{\mathrm{i}}-\overline{\mathrm{Y}})/\surd (\sum {({\mathrm{X}}_{\mathrm{i}}-\overline{\mathrm{X}})}^2\times \sum {({\mathrm{Y}}_{\mathrm{i}}-\overline{\mathrm{Y}})}^2)$$

Result: r = −0.143, p = 0.0953 (not significant)

The Pearson correlation analysis examining the relationship between the respondents’ awareness of traditional food products and their frequency of consumption indicated a weak negative association (r = −0.143), which did not reach a statistical significance (p = 0.0953). The result implies that a familiarity with these products does not necessarily correspond to a more frequent consumption, because while individuals may recognize or value the existence of traditional items, other factors, such as limited accessibility, pricing concerns, or individual dietary preferences, may inhibit regular use, and we believe that this finding points to potential disconnects between cultural awareness and consumer behavior that warrant further investigation (See

Table 1. Pearson correlation between awareness and frequency of consumption of traditional food products.

Variable	Mean (M)	Standard Deviation (SD)	Pearson’s r	p-Value	Interpretation
Awareness score (1–5 scale)	4.12	0.67			Weak negative correlation, not statistically significant; awareness does not predict higher consumption frequency
Frequency of consumption (1–5 scale)	3.78	0.84	−0.143	0.0953

Source: the authors’ processing based on the results of the analysis.

).

Spearman Correlation: Awareness vs. Willingness to Pay More

This segment of the analysis explored the potential connection between the respondents’ awareness of traditional food products and their willingness to pay a premium for items perceived as authentic and locally sourced. Given the nature of the data, particularly the presence of ordinal variables and the possibility that the relationship between them may not follow a linear pattern, the Spearman rank-order correlation was deemed the most appropriate statistical tool. Unlike Pearson’s correlation, Spearman’s method enables the identification of monotonic associations [39], offering a more flexible approach when the assumptions of parametric testing are not fully satisfied.

Formula:

ρ = 1 − (6∑d_i²)/(n(n² − 1))

where

d_i—represents the difference between the ranks assigned to each awareness score and the corresponding willingness-to-pay score.

ρ = 0.138, p = 0.1069 → (not significant)

The Spearman rank correlation measured the association between the product awareness and willingness to pay a higher price, revealing a weak positive relationship (ρ = 0.138), though the result did not reach statistical significance (p = 0.1069). This slight upward trend helped us to understand that individuals with a greater familiarity with traditional food products may demonstrate a higher degree of appreciation. However, this inclination does not necessarily translate into a concrete readiness to pay a premium, and we consider that this is due to the gap between cultural recognition and economic behavior that points to the presence of other influencing factors, such as budget constraints, perceived value, or competing consumption priorities, that mediate the decision to invest in such products (See

Table 2. Spearman correlation between awareness and willingness to pay more for traditional food products.

Variable	Mean (M)	Standard Deviation (SD)	Pearson’s r	p-Value	Interpretation
Awareness score (1–5 scale)	4.12	0.67			Weak positive correlation, not statistically significant; awareness may influence appreciation but not payment behavior
Willingness to pay more (1–5 scale)	3.54	0.91	0.138	0.1069

Source: the authors’ processing based on the results of the analysis.

).

t-Test: Willingness to Pay—Urban vs. Rural

To assess whether a meaningful difference exists between two distinct groups regarding their willingness to pay a premium for traditional food products, an independent samples t-test was conducted [40]. This method allows for the evaluation of the statistical significance in mean differences, offering insights into how group characteristics may influence consumer behavior.

This analysis compares

${\overline{\mathrm{X}}}_1$ = the mean score of respondents from urban areas;

${\overline{\mathrm{X}}}_2$ = the mean score of respondents from rural areas.

Formula:

$$\mathrm{t}=({\overline{\mathrm{X}}}_1-{\overline{\mathrm{X}}}_2)/\surd ({{\mathrm{s}}_1}^2/{\mathrm{n}}_1+{{\mathrm{s}}_2}^2/{\mathrm{n}}_2)$$

where

s² = variances within each group;

n = number of respondents in each setting.

Result: t = 1.845, p = 0.0672 (marginally significant).

The independent samples t-test compared the urban and rural respondents’ willingness to pay a premium for traditional products and revealed a marginally significant difference (t = 1.845, p = 0.0672). While not conclusive, the result indicates a modest tendency among urban participants to demonstrate a greater financial readiness to support such products. We consider that this inclination may be influenced by several interrelated factors, including comparatively higher income levels, a greater exposure to sustainability narratives, or a more frequent engagement with branded and locally sourced goods, elements that often shape the consumer valuation in metropolitan environments (see

Table 3. Independent samples t-test: willingness to pay more by residence.

Group	N	Mean (M)	Standard Deviation (SD)	t-Value	p-Value	Interpretation
Urban residents	84	3.64	0.88			Marginally significant difference; urban respondents show a slight tendency toward greater willingness to pay more for traditional products
Rural residents	53	3.39	0.95	1.845	0.0672

Source: the authors’ processing based on the results of the analysis.

).

ANOVA: Perception of Sustainability—Differences Between Age Groups

The analysis examines differences in the average perception of sustainability associated with traditional food products across three distinct age cohorts: young adults (18–35), middle-aged respondents (36–59), and seniors aged 60 and above. By comparing these groups, this study aims to identify potential generational variations in how sustainability is understood and valued within the context of traditional gastronomy.

Formula:

$$\mathrm{F}=[\sum {\mathrm{n}}_{\mathrm{i}}{({\overline{\mathrm{X}}}_{\mathrm{i}}-\overline{\mathrm{X}})}^2/(\mathrm{k}-1)]/[\sum \sum {({\mathrm{X}}_{\mathrm{i}\mathrm{j}}-{\overline{\mathrm{X}}}_{\mathrm{i}})}^2/(\mathrm{N}-\mathrm{k})]$$

where

${\overline{\mathrm{X}}}_{\mathrm{i}}$ = the mean perception in group I;

$\overline{\mathrm{X}}$ = the overall mean;

k = 3 (number of groups);

N = 137 (total number of participants);

F = the between-group variance/within-group variance.

Result: F = 0.981, p = 0.3775 (no significant differences)

The analysis of variance (ANOVA) [41] helped us to identify whether perceptions of sustainability differed significantly across age groups, yielding no statistically significant results (F = 0.981, p = 0.3775). We consider this outcome to be particularly relevant, as it challenges the common assumption that sustainability is primarily a concern among younger generations. In the context of traditional food products, the findings suggest that environmental awareness and the value placed on sustainable practices are fairly consistent across age cohorts, indicating a shared cultural understanding that transcends generational divides (

Table 4. One-way ANOVA: perception of sustainability by age group.

Age Group	N	Mean (M)	Standard Deviation (SD)	F-Value	p-Value	Interpretation
18–35 (young adults)	44	4.08	0.72			No statistically significant differences; perceptions of sustainability are consistent across age groups
36–59 (middle-aged)	63	4.15	0.69
60+ (seniors)	30	4.11	0.66	0.981	0.3775

Source: the authors’ processing based on the results of the analysis.

).

To enhance the clarity and support the interpretation of key findings, we consolidated the principal statistical analyses into a summary table. This overview presents the variables examined, the specific tests employed, the resulting statistical values along with their significance levels, and a brief interpretation of each outcome, offering a concise yet comprehensive overview of the analytical process (

Table 5. Synthesis table of statistical tests and findings.

No.	Indicator Analyzed	Type of Analysis	Statistical Value	p-Value	Preliminary Interpretation
1	Awareness vs. frequency of consumption	Pearson Correlation	−0.143	0.0953	Weak negative correlation, not significant
2	Awareness vs. willingness to pay more	Spearman Correlation	0.138	0.1069	Weak positive correlation, not significant
3	Urban vs. rural (willingness to pay more)	t-Test	1.845	0.0672	Moderate difference, marginally significant
4	Perception of sustainability across age groups	ANOVA	0.981	0.3775	No significant differences between age groups

Source: the authors’ processing based on the results of the analysis.

).

4.2. Results of the Qualitative (Ethnographic) Analysis

The qualitative component of this study aimed to explore how traditional food producers in Bihor navigate their relationship with culinary heritage amidst ongoing social, economic, and technological shifts. Emphasizing a contextual and experience-based perspective, this research drew on 20 semi-structured interviews conducted in diverse environments, including private homes, local markets, and community fairs, where conversations unfolded in both formal and semi-informal formats.

The participants were selected to reflect a diversity of backgrounds in terms of the geographic location, production scale, and product type (e.g., baked goods, dairy, preserved foods, or cured meats). Of the 20 interviewees, 55% were male and 45% female, with ages ranging from 28 to 67 years. The majority operated in rural areas (70%), while the remaining 30% were based in peri-urban or small-town settings. In terms of experience, 40% had been involved in traditional food production for more than 15 years, while 35% reported between 5 and 15 years of activity, and 25% were relatively recent entrants (less than 5 years), often motivated by a lifestyle change or return migration. Educational backgrounds varied: 35% had completed secondary education, 50% held vocational or technical training certificates, and 15% had pursued higher education, often in agriculture, food technology, or related fields. This socio-demographic distribution enabled the capture of a wide range of perspectives and provided a nuanced understanding of how traditional food producers navigate contemporary challenges related to authenticity, innovation, and market access.

These dialogs captured producers’ reflections on the processes of food preparation and transmission; their evolving perceptions of value; and their attitudes toward digital tools, collaboration, and the broader transformations shaping the rural economy.

The material collected was systematically coded and analyzed using thematic methods in NVivo, revealing a nuanced interpretive framework. The results helped us to identify the fact that rather than portraying modernization as a disruptive force, many respondents framed it as a potential ally, one that must be approached selectively, aligned with local priorities and cultural sensibilities. Also, several recurring themes emerged across interviews, including the preservation of culinary knowledge, the tension between sustainability and regulatory constraints, bureaucratic hurdles, the growing appeal of collective branding, and the pragmatic use of digital platforms such as social media. Based on these results, we can affirm that these threads are not isolated but intricately connected, suggesting that tradition and innovation are not opposing forces but are part of an evolving dialog rooted in place and practice.

4.2.1. Analysis of Emerging Themes and Subcategories

The thematic coding process resulted in the emergence of five core themes, each encompassing a series of subtopics and interpretive layers. These themes were not only recurrent in the participants’ narratives but also demonstrated a consistency in how frequently they surfaced across interviews, reflecting their perceived importance within the lived experience of traditional food producers. A summary table presenting these overarching themes alongside their corresponding subcategories is provided below, serving as a foundation for the detailed analysis that follows (

Table 6. Emerging themes and subcategories from the qualitative analysis.

Main Theme	Subcategories	Total Frq.	Key Observations
1. Transmission of tradition	family recipes (20), cooking rituals (18)	38	Traditional recipes carry memory and cultural identity
2. Production challenges	raw materials (18), bureaucracy (16)	34	Access to resources and bureaucracy limit the continuity of traditional production
3. Coopetition and community	mutual support (17), collective initiatives (15), and local brand (12)	44	Informal networks of solidarity and collaboration are emerging among producers
4. Openness to digitalization	social media (15), online orders (14), and technological reluctance (10)	39	Digitalization is seen as a means of adaptation, often supported within the family
5. Visions of sustainability	naturalness (14), seasonality (12), and subsistence farming (10)	36	Sustainability is experienced instinctively through natural rhythms and seasonality

Source: the authors’ processing based on the results of NVivo.

).

(1)

Transmission of tradition: between emotion and functionality

Among the most prominent themes to emerge from the data was the intergenerational transmission of culinary knowledge, an area rich in both symbolic meaning and practical application. Subthemes such as “family recipes” (noted in 20 interviews) and “cooking rituals” (18 mentions) revealed that the traditional food preparation extends far beyond utilitarian practice. It is deeply embedded in cultural memory and emotional attachment. Recipes, in this context, are not merely sets of instructions; they are inherited narratives—the embodied knowledge often passed down by maternal figures who serve as both custodians of technique and keepers of identity.

“Every dish has its own story. When I cook it, I hear my mother in my mind. I don’t have the recipe written down, but I know it with my hands.”

—Female participant, age 71

The act of passing on recipes is rarely abstract or detached. It takes place in intimate, lived settings—among family members, during shared moments, and often in connection with holidays or significant gatherings. These circumstances give the practice a ritual quality, reinforcing its authenticity and grounding it in a time, place, and relationship. Thus, tradition is not transmitted solely through words, but through presence, repetition, and emotional continuity.

(2)

Production challenges: between effort and helplessness

This theme—marked by consistently high coding frequencies, particularly “raw materials” (18 mentions) and “bureaucracy” (16)—highlights the complex, and often conflicting, realities of small-scale traditional food production. On one side, local producers emphasize the irreplaceable value of natural, locally sourced ingredients; on the other, they face growing difficulties in accessing them. Several participants pointed to the gradual disappearance of livestock from villages, rising input costs such as flour, and the increasing need to travel significant distances to obtain essential supplies.

“I have a cow, but I can’t keep it anymore. Even the grass doesn’t grow like it used to, and the work is harder and harder. They ask us for paperwork at the town hall, and I don’t know how to do it.”

—Female participant, age 64

Beyond the material barriers, bureaucratic hurdles emerged as a persistent and deeply felt source of frustration. Many interviewees expressed a sense of exclusion, noting that existing regulations seem designed for industrial operations rather than for small producers rooted in traditional practices. The perceived disconnect between formal administrative demands and the lived reality of rural producers creates a tension, one in which the will to preserve heritage clashes with institutional structures ill-suited to local contexts. In this environment, the continuation of traditional food production often becomes an act of quiet resistance, sustained by personal effort in the face of systemic constraints.

(3)

Coopetition and community: from isolation to informal networks

Among the most forward-looking themes to surface in the qualitative data is that of producer collaboration, evidenced by high-frequency codes such as “mutual support” (17), “collective initiatives” (15), and “local brand” (12). While no formal cooperatives or producer associations are currently in place, the interviews reveal a growing ethos of rural solidarity. Producers are engaging in informal yet meaningful forms of cooperation, referring clients to one another, co-participating in local fairs, and even preparing traditional dishes jointly.

“She has the jars, I have the plums. We put them together. Better both of us than each on our own.”

—Female participant, age 58

These grassroots collaborations, though unofficial, reflect a strong relational culture rooted in trust and reciprocity. This foundation may serve as fertile ground for the future development of more structured forms of coopetition, particularly as the interest grows in the creation of a unified local brand. The idea of bringing multiple producers under a shared identity, while preserving individual authenticity, emerged as a promising strategic direction. Such branding could enhance visibility, strengthen the market presence, and support collective access to promotional and logistical resources, marking an important step toward sustainable, community-driven growth.

(4)

Openness to digitalization: reluctance and potential

The emergence of themes such as “social media” (15 mentions) and “online orders” (14) highlights a growing, albeit uneven, digital engagement among traditional food producers. While technological reluctance—also coded with a notable frequency (10)—remains present, especially among older generations, many producers have begun adopting digital tools as pragmatic responses to market pressures. Notably, even in rural areas, producers are turning to platforms like Facebook and WhatsApp to advertise and sell their goods, often with the help of younger family members.

“I don’t know how to use the phone, but my daughter takes pictures and posts them on Facebook. She says that’s how you sell things nowadays.”

—Male participant, age 55

In these cases, digital technologies are not embraced as symbols of modernity, but rather as essential instruments for economic continuity. For many, their adoption is less about innovation and more about necessity. However, the generational divide and limited digital literacy continue to pose significant obstacles. Producers who lack a personal familiarity with online tools often depend on intergenerational collaboration, typically with tech-savvy children or grandchildren, to bridge the gap. The success of digital integration, therefore, appears to be closely tied to the availability of informal support networks, rather than institutional training or external assistance. This dynamic underlines the need for more inclusive digital strategies that account for age, education, and access disparities in rural economies.

(5)

Visions of sustainability: between instinct and practice

The recurrence of subcodes such as “naturalness” (14 mentions), “seasonality” (12), and “subsistence farming” (10) points to a deeply embedded ethos of sustainability among local producers—one that is lived rather than conceptualized. For these individuals, sustainable practices are not adopted in response to global discourses or policy trends; they are the result of inherited ways of living, guided by intuition, necessity, and tradition. Production is rarely driven by profit maximization. Instead, it revolves around meeting the needs of the household, supporting nearby communities, and maintaining trusted relationships with a small circle of local consumers.

“I don’t use preservatives. If it keeps, good. If not, that means it was meant to be eaten quickly.”

—Female participant, age 61

There is an almost sacred regard for the natural pace of work and the slow rhythm of growing, harvesting, and preparing foods following the seasons. These producers operate within a system that, although informal and unarticulated in modern sustainability jargon, aligns closely with the principles of circular and ecological sustainability. It is a model based on resource stewardship, local resilience, and cultural continuity. Even without labeling it as such, their practices reflect a form of environmental ethics grounded in generational wisdom and a deep respect for the land.

The thematic findings reveal a multifaceted landscape of traditional food production, shaped by a continuous negotiation between cultural preservation and the pressures of economic and technological change. Elements such as the intergenerational transmission of culinary knowledge, the material and administrative constraints faced by producers, emerging forms of community-based cooperation, the cautious engagement with digital tools, and a deeply rooted, almost intuitive commitment to sustainable practices collectively construct a nuanced profile of the contemporary local producer. This result stands at the crossroads of tradition and transformation, anchored in inherited values, yet compelled to navigate an evolving marketplace that demands both resilience and adaptation.

4.2.2. Visual Representation: NVivo Tree Map

To visually synthesize the results of the coding process, we developed a thematic map, illustrating the structure and relationships among identified categories. Each subtheme is represented in proportion to its frequency within the interview data, offering a clear depiction of the relative prominence and interconnectedness of the concepts that emerged from the qualitative analysis.

The visual analysis reveals several notable patterns that reflect the lived realities of traditional food producers. Most prominently, categories tied to heritage, such as “Family Recipes” (20 mentions) and “Cooking Rituals” (18), occupy a dominant position, underscoring the deep-rooted nature of intergenerational knowledge and the emotional weight carried by culinary tradition. Simultaneously, the data expose a strong undercurrent of frustration related to practical constraints. High frequencies in themes like “Raw Materials” (18) and “Bureaucracy” (16) point to persistent challenges in sourcing ingredients and navigating regulatory frameworks, highlighting structural pressures that producers must regularly confront (Figure 2).

In parallel, the emergence of digital tools, captured through references to “Social Media” (15) and “Online Orders” (14), signals a growing shift toward technological engagement. However, this transition appears to be driven less by ideological enthusiasm and more by necessity, reflecting an adaptive strategy rather than a redefinition of values. Lastly, sustainability emerges not as a theoretical construct, but as an embedded, intuitive practice, because producers describe behaviors aligned with sustainable principles not through formal terminology, but through everyday decisions that reflect an inherited respect for seasonality, resourcefulness, and environmental balance.

4.2.3. Validation of Hypothesis H3

The qualitative findings offer consistent support for Hypothesis H3. Producers in Bihor County exhibit a clear, though pragmatic, openness to both collaboration and digital tools, provided these do not compromise the authenticity that defines their products. In this circumstance, we can state that the openness is not framed through formal discourse or abstract principles; rather, it is expressed through everyday practices. Examples include using platforms like Facebook and WhatsApp to coordinate orders, co-participating in local fairs, and engaging in conversations about the potential for a unified local brand.

What becomes evident is an adaptive strategy rooted in balance. At the same time, it is important to mention that producers are not rejecting change; instead, they are integrating it selectively, aligning new tools with long-standing values. Technology, in this context, is not embraced for its novelty but for its utility, as a vehicle for sustaining tradition within an evolving marketplace. Authenticity remains central, yet it is not treated as a fixed ideal. Instead, it is continuously shaped, redefined, and protected through negotiation, as producers navigate shifting social and economic realities while remaining grounded in cultural identity.

5. Discussion

The findings of this study underscore the potential of traditional food products from Bihor County to function as a meaningful bridge between cultural heritage and contemporary economic dynamics. For both consumers and producers, these goods are not merely items of consumption; they represent a broader worldview, one rooted in seasonal rhythms, community ties, and an enduring connection to the natural environment. Despite the pressures of modernization and market-driven change, this value system continues to evolve, demonstrating a notable capacity to adapt without losing its core identity.

5.1. Validation of Research Hypotheses

The proposed hypotheses were examined through a triangulated approach, combining insights from both quantitative and qualitative data sources. To enhance the clarity and facilitate interpretation, a synthesized overview of the findings is provided below (

Table 7. Validation of research hypotheses.

Hypothesis	Formulation	Result	Arguments
H1	The level of awareness of traditional products positively influences consumption frequency and willingness to pay	Partially confirmed	Weak positive correlation between awareness and willingness to pay; no significant link with frequency
H2	There are significant differences in the perception of sustainability among consumer groups	Rejected	ANOVA did not identify differences between age groups; sustainability is perceived uniformly across groups
H3	Local producers are open to digitalization and cooperation, while preserving product authenticity	Confirmed	Interviews revealed openness to social media, online orders, and shared branding, with authenticity as a key condition

Source: the authors’ elaboration based on the results of the research.

).

Hypothesis H1 received a partial confirmation. The data indicate that individuals with a higher degree of familiarity with traditional food products demonstrate a greater willingness to pay a premium, suggesting that these items hold a symbolic and cultural value for them. However, this familiarity does not consistently translate into a higher consumption frequency. The gap between appreciation and regular use appears to be mediated by a range of factors, including product availability, seasonal limitations, and access within mainstream retail channels. In this context, cultural value alone is insufficient to ensure the consistent integration of traditional foods into daily consumption patterns, emphasizing the need for improved visibility, distribution, and promotional strategies.

Hypothesis H2 was not supported by the findings. We concluded that the statistical analysis revealed no significant variation in sustainability perceptions across age groups. Rather than reflecting generational divides, the notion of sustainability in relation to traditional food appears to be broadly shared and culturally embedded. Regardless of age, respondents consistently described traditional products as natural, seasonal, and free from industrial additives—attributes closely aligned with the principles of sustainability. This suggests that in the context of traditional gastronomy, sustainable values are transmitted through cultural norms rather than demographic segmentation.

Hypothesis H3 found strong support in the qualitative data. The interviews revealed a noteworthy openness among local producers to forms of digital engagement, particularly when adapted to their needs and capacities. Tools such as social media promotion or order coordination via messaging apps were viewed not as disruptive innovations but as practical extensions of existing practices. Moreover, the participants expressed a clear willingness to collaborate with peers, especially when such cooperation preserved the individual control over product authenticity. This pattern of “conditional openness” reflects a pragmatic orientation toward innovation—one that respects the local identity while remaining responsive to new economic opportunities. As such, it points to promising avenues for development rooted in models that align with regional specificity.

5.2. The Proposed Model of Local Food Sustainability

Drawing on both the quantitative data and insights derived from the ethnographic fieldwork, we proposed a regionally grounded model of local food sustainability, one uniquely attuned to the socio-cultural and economic realities of Bihor County. This model synthesizes traditional knowledge with current market dynamics, positioning local resources, embedded cultural values, and evolving consumer trends as central assets. It is structured around five interrelated pillars, each reinforcing the others and contributing to a coherent vision of sustainable development adapted to the local context:

(a)

Active heritage

Traditional food products should not be confined to the role of cultural relics or static markers of identity. Instead, they hold an untapped potential as dynamic contributors to the local economy. Recipes passed down through generations, time-honored preparation techniques, seasonal knowledge, and culinary rituals tied to family life can be reimagined within an experience-based economic framework. Initiatives such as culinary workshops, gastronomic tourism, themed menus rooted in local tradition, and storytelling-driven events allow heritage to remain alive, generating both cultural and financial value.

(b)

Functional coopetition

Rather than viewing each other as competitors, local producers function as interconnected actors within a shared ecosystem. The fieldwork revealed informal networks of collaboration—exchanging ingredients, jointly preparing food, supporting one another at local events—which reflect an organic form of coopetition: cooperation amid competition. This model can be strategically expanded through initiatives like shared branding, co-labeling efforts, and the coordinated participation in regional fairs, reinforcing both economic viability and community cohesion.

(c)

Instinctive sustainability

In Bihor, sustainability is not a rhetorical slogan or policy directive, it is a way of life. Residents grow their own food, cook in alignment with seasonal cycles, repurpose materials, and minimize waste, often without consciously labeling these behaviors as “sustainable.” This intuitive and deeply embedded approach, what might be termed instinctive sustainability, deserves recognition and reinforcement. Rather than imposing standardized sustainability metrics, efforts should support and elevate the practices already thriving at the grassroots level.

(d)

Local food sustainability

While there is a growing openness among producers to digital tools, this acceptance is pragmatic rather than ideological. Technologies such as Facebook for product promotion or WhatsApp for order management are welcomed when they serve clear, functional purposes without threatening traditional identities. What emerges is a preference for gentle innovation—incremental, respectful, and human-paced. The digital infrastructure, to be effective in such contexts, must align with local rhythms, offering simplicity, autonomy, and adaptability rather than complexity or external pressure.

(e)

Proportional and contextual institutional support

Even the most dedicated and resourceful producers cannot sustain long-term development in the absence of enabling institutional frameworks. Policy interventions must reflect the realities of small-scale, artisanal production. Simplified authorization procedures, the creation of shared processing spaces, and access to continuous training are essential. Crucially, support mechanisms should be proportional to the capacities of rural actors and tailored to local conditions, not modeled on industrial systems that fail to capture the nuance and specificity of traditional production (Figure 3).

5.3. Public Policy Proposals and Development Directions

Building upon the sustainability model outlined above, we developed a set of strategic intervention pathways aimed at supporting the preservation and economic valorization of traditional food products in Bihor. These proposals are directly informed by the empirical results of this study, both quantitative and qualitative, and are intended to align with the lived realities, aspirations, and constraints identified among consumers and producers.

One of the most prominent needs emerging from the qualitative interviews was the absence of a unifying identity for local products, despite their diversity and cultural depth. Several producers expressed an interest in collaborative promotion and recognized the value of regional recognition, though they lacked the organizational capacity to initiate such efforts independently. In this context, we propose the creation of a regional brand, such as Authentic from Bihor, which would bring together producers under a shared label that signals both their geographic origin and artisanal quality. This initiative would directly address the consumer preference for credible, clearly labeled traditional products, as indicated by the survey results regarding the willingness to pay, which was positively influenced by branding and perceived authenticity.

A second recommendation concerns supportive infrastructure, especially for compliance with regulatory and hygiene standards. Interview data revealed that many small producers, particularly in rural areas, struggle with the costs and administrative burdens of maintaining licensed production environments. In response, we recommend the development of shared facilities for processing, packaging, and labeling, spaces that would reduce operational costs while encouraging coopetitive practices, as supported by both the Sibiu case study and producer interviews. This proposal reflects the need to scale the access to markets without sacrificing cultural integrity.

Digitalization was another theme frequently raised in interviews, though attitudes were mixed. While some producers acknowledged the visibility benefits of online sales and social media, others, especially older participants, were hesitant or unfamiliar with such tools. This calls for context-sensitive digital interventions, focused on simple, user-friendly platforms for sales, storytelling, and logistics. These tools would respond to the consumer openness toward online purchasing while respecting the relational, trust-based nature of traditional food networks.

In terms of capacity building, the data suggest a clear preference for a practical, hands-on knowledge transfer, particularly among producers with limited formal education. Generic digital training or centralized seminars are unlikely to meet local needs. Therefore, we recommend localized workshops, peer-learning formats, and visual training materials, tailored to different experience levels. This approach is grounded in the qualitative insight that producers prefer informal, trust-based mentorship over bureaucratic instruction.

Finally, survey responses and producer narratives converge around the idea that traditional food is not merely a commodity, but also a cultural and educational asset. Thus, we propose the greater integration of local gastronomy into tourism circuits, school curricula, and regional identity campaigns. These efforts would build on the broad cultural valuation of traditional foods observed across all age groups and reinforce their function as vehicles for sustainability education, community cohesion, and place-based pride.

Taken together, these proposals reflect an empirically grounded vision for the future of traditional foods in Bihor; one that is adaptive, inclusive, and rooted in both cultural continuity and market responsiveness.

6. Conclusions

This study set out to explore the sustainability potential of traditional food products in Bihor County amid broader shifts toward a modern economic framework shaped by globalization, digitalization, and the emerging logic of Industry 5.0. Employing a mixed-method approach, merging quantitative data from consumer questionnaires with qualitative insights from ethnographic interviews with local producers, this research offers a nuanced perspective that captures both consumer behavior and the lived realities of those who sustain and transmit regional culinary heritage.

The findings reveal that while a familiarity with traditional food products tends to foster positive attitudes, this does not always translate into consistent consumption. Structural barriers, such as limited distribution channels, insufficient market visibility, and infrastructural constraints, continue to restrict access. Importantly, perceptions of sustainability were found to be shared across generational lines, suggesting that values such as seasonality, natural production, and a low environmental impact are embedded within the cultural fabric rather than confined to particular age groups.

We believe that one of this study’s most significant insights lies in confirming that local producers are not only open to collaboration but are also receptive to forms of technological engagement, so long as these innovations respect and preserve the product authenticity. This conditional openness suggests a promising foundation for future development based on locally adapted strategies.

The central contribution of this research is the articulation of a regional sustainability model tailored to Bihor’s unique socio-economic and cultural context. The model rests on five interconnected pillars: living heritage, functional coopetition, instinctive sustainability, human-centered innovation, and adaptive institutional support. Rather than advocating a rupture with tradition, this framework encourages the revitalization of culinary heritage through modern tools aligned with the pace and values of rural life.

At the policy level, the findings point to the need for practical, locally grounded interventions. Traditional food should not be relegated to the realm of cultural ornamentation or symbolic folklore. Instead, it must be recognized as a strategic resource, capable of anchoring communities, fostering social cohesion, and offering a competitive identity in an increasingly globalized food economy.

In essence, this research extends beyond the realm of food studies. It is, at its core, an inquiry into the deep connections between people, land, memory, and the future. At a time when speed, uniformity, and market efficiency dominate public discourse, traditional food practices serve as a quiet reminder that identity is also expressed through flavor, craft, and stories. To support them is not to cling to nostalgia but to invest in a form of development rooted in care, continuity, and cultural resilience.