The paper analyzes the Romanian consumer’s behavior concerning sustainable packaging through quantitative research among 268 consumers. The aim of the study is to determine the perception of the Romanian consumer regarding the role of eco-packaging in the formation of sustainable behavior. The research has as main objectives: assessing consumer preferences for the types of ecological packaging, knowing the reasons for purchasing green packaging, and the role of the information about eco-packaging in promoting sustainability. Most respondents are aware of the impact of packaging on the environment, the main reasons for purchasing are environmental protection, recycle and the feeling of being responsible. Packaging preferences include paper, glass and cardboard and, to a lesser extent, plastic and wood. The reasons why consumers are not willing to pay more for green packaging are the price of products correlated with the low consumer budget and the lack of information and these are the main barriers to adopting sustainable behavior.

Websites are one of the most frequently used communication environments, and creating sustainable web designs should be an objective for all companies. Ensuring high usability is proving to be one of the main contributors to sustainable web design, reducing usage time, eliminating frustration and increasing satisfaction and retention. The present paper studies the usability of different website landing pages, seeking to identify the elements, structures and designs that increase usability. The study analyzed the behavior of 22 participants during their interaction with five different landing pages while they performed three tasks on the webpage and freely viewed each page for one minute. The stimuli were represented by five different banking websites, each of them presenting the task content in a different mode (text, image, symbol, graph, etc.).; the data obtained from the eye tracker (fixations location, order and duration, saccades, revisits of the same element, etc.), together with the data from the applied survey lead to interesting conclusions: the top, center and right sides of the webpage attract the most attention; the use of pictures depicting persons increase visibility; the scanpaths follow a vertical and horizontal direction; numerical data should be presented through graphs or tables. Even if a user's past experience influences their experience on a website, we show that the design of the webpage itself has a greater influence on webpage usability.

The structural changes in the public communication space through the advent of the Internet and the further development of online commerce culminate today with the explosion of blockchain techniques and social networks. This communication space was quickly taken over by marketing tools, as demonstrated by the many marketing campaigns dedicated to these new communication channels. The development of online commerce and the emergence of social networks have allowed consumers to efficiently search for brands/products/services, compare them, express their point of view on them, and even give them grades. Due to the explosion of relevant data online, the changing business environment needs attention to interpret and extract relevant information. The application of sentiment analysis to public reaction in the online environment provides the researcher with how the authors of the analyzed texts (clients/beneficiaries) express themselves regarding the studied reference (product/service/organization/social theme and a feature of them). Along with the other metrics present in marketing, including digital marketing, the reports in the analysis panels of google analytics and social networks, sentiment analysis instantly provides the general and competitive context in which the product/service/theme evolves. In this article, two types of research have been conducted to highlight the benefits felt, but also the degree of knowledge, implementation, and use of sentiment analysis in online marketing analysis. One of the types of research was qualitative, carried out on 10 participants (specialists in the field of marketing), with the help of an interview guide. Qualitative research aims to find out the level of knowledge of sentiment analysis and the general degree of digitalization of Romanian companies, an indicator considered critical in the new post-pandemic business environment. The second research was quantitative and used to develop analysis by structural equations. For this, a questionnaire applied to a sample of 108 respondents was used. Through the analysis by structural equations, a conceptual model was developed that presents the main factors that are related to others and that contribute to the satisfaction of the users of the analysis of feelings for obtaining marketing data.

Today’s business development processes force companies to find ways to increase the level of interactivity of their products with consumers. One of the ways that companies communicate interactively with users is communication via websites; another way is using a channel that makes the customer more loyal to the company. The aim of this paper is to point out the differences between the effects that interactive and non-interactive blockchain technologies have on users and their behavior, as well as to determine whether the same degree of interactivity is achieved with users who use the same site via computers or mobile phones. For this purpose, three models by Song, Liu, and Wu were compared, which gives this paper a superior precision and depth of research regarding the above-mentioned problem. Furthermore, the contributions of the paper are reflected in a comprehensive and detailed review of previous research on the topic of interactivity and the importance of using a website, showing the specific effects expected from users after the introduction of interactive website features, as well as indicating a difference in customer perception and behavior after using a different site search device.