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

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.