With a rapidly growing world population and the need to address the issue of consumption of global resource and its associated environmental impacts and other social and economic issues, the demand for a responsible consumption, production and prevention of waste generation become increasingly crucial. With this broad characterization of Sustainable Consumption and Production (SCP), businesses based on circular economy should become the norm. With this goal in mind, an online questionnaire survey was performed on a nationwide scale, to explore consumers’ behaviors and attitudes. It was distributed in all four of Romania’s macro-regions and reached 642 respondents. The purpose of the study has been to better understand consumers’ behavior regarding sustainable consumption and production and examine whether generations play a role in responsible consumer attitudes toward the products. Three generations (X, Y, and Z) have been examined and compared. The results show that what extent those three generation agree with the environment and the benefits of reducing resource consumption, also waste generation, selective collection, recycling and reuse. However, most of them have not adopted and do not intend to adopt consumer patterns based on the circular economy. The findings provide empirical evidence and directions that could help marketers identify their consumer’s characteristics and market segments and develop consumer empowerment strategies on the Romanian market.

Currently, there are many different interpretations in the literature of what a circular economy is and how it functions. As cities are still facing challenges to become fully sustainable, the need for a comprehensive analysis of how the circular economy can be implemented in urban areas is increasing. This article aims at outlining circular cities by their key characteristics and to further explore and provide a framework for fostering circularity at the city level. In order to achieve this goal, we performed a systematic review and analyzed key papers published in the field of circular economy to determine how circular economy practices form circular cities. We discovered that cities play a focal role in facilitating the transition towards circularity through the closing of the loops, recirculation, technical innovation, policy elaboration and citizens’ support. However, city policymakers are still uncertain about how a circular city looks like and what its purpose is, as views are ranging from a strategic ambition to a niche concept of a smart city. Such uncertainty brings challenges, especially in the transition phase that many cities are in at the moment. This further implies that circular economy applied at the urban level still needs effort and innovation to successfully pass the transition phase from the linear economy. Therefore, lastly, we developed a framework model that can be adapted in other cities to facilitate their transition to circular cities.

The aim of this paper is to investigate consumer behavior regarding the environment and the adoption of new patterns of behavior and responsible consumption in the promotion of a Circular Economy (CE) in Romania. With this goal in mind, a questionnaire survey was performed on-line on a nationwide scale to explore consumers’ behaviors and attitudes, which was distributed in all four of Romania’s macro-regions and interviewing 642 respondents. The results indicate that the consumers have a positive attitude towards the importance of the environmental protection, in general and it also measures the frequency of adopting eco-friendly behaviors by the consumers, showing that the consumption behavior is not very consistent with the general attitude regarding environment. As a parallel, consumers are aware of the importance of CE business models, in general, both for the economy and for the environment, but the adoption of consumption patterns specific to CE business models, necessary for the development and the success of the CE business models, has a low probability in the absence of direct or indirect incentives and benefits fostering the adoption of these consumption patterns. In conclusion, the development of CE business models in Romania requires a national strategy, which includes means to sustain the adoption of necessary new consumption behaviors, besides awareness raising and educational campaigns for explaining to consumers the liaison and the impact of their behavior to the environment and to the economy.

One of the major obstacles to the adoption of the circular economy is the lack of consumer interest and awareness. Despite this, the unique role of consumers in the circular economy is an understudied topic, as the literature tends to focus rather on the application of circular practices in the organizational and industrial sectors. This paper aims to examine the individual-level factors that have an influence over circular purchasing behavior. Specifically, this paper elaborates an explicative path model of purchasing circular products that takes into account environmental concern, climate skepticism, and the attitudinal factor towards circular products. The final sample consisted of 566 respondents from Romania. Our findings showed that environmental concern has a positive significant impact on circular purchase behaviour and this relationship is mediated by the attitude towards circular products. Moreover, those with high levels of climate skepticism showed an increased level of perceived greenwashing among organizations.

The objective of this paper is to analyze the extent to which the system of indicators that is used in the Monitoring Framework for the transition to the circular economy (CE) is efficient and relevant in their contribution to the sustainable development of European communities. The fundaments of the transition framework and the main characteristics of the circularity indicators are presented. A critical review was performed in order to fulfill the objective of analyzing the current indicators. It is concluded that the indicators in the current framework are (as a selection from a very broad range of indicators theoretically proposed and with estimated practical applicability) limited from the perspective of circularity only to waste generation and recycling processes containing recyclable materials, without including important circularity indicators related to the prolonging and extending the life cycle of products and materials. This paper proposes and defines such an indicator, based on the consideration of the fundamental scalars describing economy, mass, energy, time, and value, respectively. The indicator is described and its applicability in all the phases of the economy is estimated.

The current model of linear economy is causing accelerated consumption and an extensive use of natural resources that accentuates the effects of the current global environmental crisis. In this context, green products are becoming a key element in the transition to a sustainable consumption and production model. The main goal of this paper is to identify the factors predicting youth consumer satisfaction towards green products and to analyze the public perception of green brand products in Romania. Considering these goals, a questionnaire was developed and applied to 268 participants. The results show that a positive attitude towards green products and the level of information held by the consumers about them are significant predictors of green product satisfaction. Moreover, the importance of products being green significantly predicts the purchase of such products. Further implications and research directions are discussed towards the end.