The paper explores role of identification with a specific place (the island of Sardinia, a region of Italy) in predicting the purchase of local food products. A study was conducted to assess whether adding environmental psychological constructs such as regional place-identity and perceived local group norms regarding the target behaviour would enhance the predictive power of a major social psychological model of attitude-behaviour relations such as the Theory of Planned Behaviour (TPB). A self-reported questionnaire was administered to 249 Sardinian residents, balanced for socio-demographic characteristics. Hierarchical regressions confirmed the validity of the TPB model in explaining self-reported purchasing behaviour. As expected, adding regional identification and perceived group norms significantly increased the predictive power of the TPB model. Identification and group norms positively predicted self-reported behaviour (directly and through behavioural intentions), independently of classical TPB variables. Theoretical and practical implications of results for the study of people-environment relations are discussed.