Abstract:

This article aims to present a methodology that allows the analysis through an investigation of consumer preferences for local branded products.Local food is gaining increasing popularity among consumers, due to its association with sustainable consumption.However, for a product to be commercially successful, there should be high buying intentions and positive associations with the product after consumption.The brand's love for local food adds value to Romania's south-eastern area and contributes to the sustainable growth of the community. The stimulus-organism-response (SOR) theory was used to explain the brand's love for local food. Brand love can beconsidered as the extent to which a satisfied consumer is emotionally and passionately attached to a particular brand. Altruism is associated with the internal state, ie the desire for labeling, the support of local producers and satisfaction with labelling.These variables are associated with the brand's love for the local food distribution system. Local food consumption confers multiple benefits on consumers. To highlight some conclusions and recommendations, we also did a Swot analysis.