Analysis of Food Purchasing Behavior and Sustainable Consumption in the North-East Region of Romania: A PLS-SEM Approach

Bianca Antonela Ungureanu (), Andy Felix Jităreanu, George Ungureanu (), Carmen Luiza Costuleanu, Gabriela Ignat, Ioan Prigoreanu and Elena Leonte
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Bianca Antonela Ungureanu: Faculty of Agriculture, “Ion Ionescu de la Brad” Iasi University of Life Sciences, Mihail Sadoveanu Alley, 700489 Iasi, Romania
Andy Felix Jităreanu: Faculty of Agriculture, “Ion Ionescu de la Brad” Iasi University of Life Sciences, Mihail Sadoveanu Alley, 700489 Iasi, Romania
George Ungureanu: Faculty of Agriculture, “Ion Ionescu de la Brad” Iasi University of Life Sciences, Mihail Sadoveanu Alley, 700489 Iasi, Romania
Carmen Luiza Costuleanu: Faculty of Agriculture, “Ion Ionescu de la Brad” Iasi University of Life Sciences, Mihail Sadoveanu Alley, 700489 Iasi, Romania
Gabriela Ignat: Faculty of Agriculture, “Ion Ionescu de la Brad” Iasi University of Life Sciences, Mihail Sadoveanu Alley, 700489 Iasi, Romania
Ioan Prigoreanu: Faculty of Agriculture, “Ion Ionescu de la Brad” Iasi University of Life Sciences, Mihail Sadoveanu Alley, 700489 Iasi, Romania
Elena Leonte: Faculty of Agriculture, “Ion Ionescu de la Brad” Iasi University of Life Sciences, Mihail Sadoveanu Alley, 700489 Iasi, Romania

Sustainability, 2025, vol. 17, issue 6, 1-35

Abstract: Food consumption plays a fundamental role in human life, shaping not only daily nutrition but also economic and social behaviors. Household expenditures on food remain among the highest, and the time allocated to food purchasing and preparation is significant. Beyond biological necessity, food represents a cultural and social phenomenon, influencing consumer habits, market trends, and lifestyle choices. This study explores the key factors influencing purchasing decisions in the agro-food sector in the North-East Region of Romania, focusing on socio-cultural influences, product attributes, brand trust, tradition, and lifestyle. The research employs a quantitative approach, utilizing a structured questionnaire to collect data from 337 residents through a convenience sampling strategy. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0 to examine the interrelationships between subjective norms, product attributes, price, consumer trust, and purchasing decisions. The findings indicate that social norms, price, product attributes, brand trust, customer satisfaction, and lifestyle have a significant and positive impact on consumer purchasing decisions. By understanding the key drivers behind sustainable food choices, businesses can optimize product offerings and enhance consumer engagement, while policymakers can design initiatives that promote sustainable consumption at both regional and national levels.

Keywords: consumer behavior; food sustainability; purchase decision; PLS-SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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