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

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 (R 2 = 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.