Anca Mihaela Dicu

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.

Background/Objectives: This study investigates the relationship between food attitudes and the management of eating behavior from a psycho-nutritional perspective, with a focus on the Health Belief Model (HBM). The objective was to explore how emotional food cravings influence different aspects of eating behavior and dietary attitudes, and to identify indirect pathways through which these cravings affect attitudes toward dieting behaviors. Methods: Data were collected from 659 participants using validated scales that assessed dieting tendencies, bulimia and food preoccupation, culinary behaviors, food preoccupation, expectations of positive outcomes, and emotional food cravings. Descriptive statistics, Pearson’s correlations, and network analysis were employed to uncover significant associations among these variables. A sequential mediation analysis was conducted using SPSS PROCESS Macro Model 6 to identify indirect pathways. Results: The analysis revealed significant associations among the variables. Emotional food craving had a negative indirect effect on dieting attitudes through bulimia tendencies (effect size: −0.523) and a positive indirect effect through food preoccupation (effect size: 0.1006). These results highlight the complex interplay between emotional food cravings, bulimia tendencies, and food preoccupation in shaping dieting attitudes. Conclusions: The findings emphasize the complex dynamic between emotional food cravings, bulimia tendencies, and food preoccupation, and their collective impact on dieting attitudes. This study provides insights into potential intervention strategies aimed at improving eating habits by addressing emotional food cravings and their indirect effects on dietary behavior.

This study explores the complex relationships between various dimensions of eating behavior regulation and their impact on bulimia and food preoccupation using network analysis. The objective was to identify key regulatory mechanisms that influence bulimic behaviors and food-related obsessions. The study analyzed data from 659 participants, recruited via convenience sampling, using scales that measured intrinsic motivation, integrated regulation, identified regulation, introjected regulation, external regulation, amotivation, and bulimia and food preoccupation. Pearson’s correlation analysis revealed significant negative relationships between bulimia and both introjected regulation (r = −0.345, p < 0.001) and external regulation (r = −0.298, p < 0.001). Network analysis highlighted identified regulation and introjected regulation as central nodes with substantial influence over bulimia and food preoccupation, while integrated regulation demonstrated a significant indirect impact. The perception that food is necessary for life and energy, as well as for nourishment, enjoyment, social and cultural relationships, and emotional comfort, was further demonstrated using qualitative thematic analysis. The aforementioned results emphasize the pivotal functions of identified and introjected regulatory mechanisms in shaping conduct associated with food preoccupation and bulimia. According to the study, specific therapies that target these mechanisms may be essential for lowering bulimic symptoms and encouraging better eating practices.