This study highlights the perception of women entrepreneurs in Romania regarding specific drivers for a sustainable business model. This study uses a SWOT–AHP method to assess the importance of different factors that enforce or create barriers for the success in women entrepreneurial activities. SWOT analysis was conducted based on an extended literature review. An external expert in risk analysis assessed the importance of the SWOT analysis’ four dimensions—criteria. An AHP survey of 10 women entrepreneurs was conducted to evaluate the impact of each identified factor in sustaining or discouraging the success of their sustainable business model (SBM). The main results of the study present practical implications useful for designing a gender-balanced business environment. In the final part, the paper discusses women’s preference for the sustainable business model, the perceived importance of gender-related stereotypes for the development of sustainable business models, and the relevance of the new digital economy trend to Romanian women entrepreneurship.

During the COVID-19 pandemic, the economy was strongly affected by the restrictions imposed by the authorities to prevent the spread of the virus, and local online platforms and e-commerce experienced an accelerated rate of growth. Small producers had no chance of staying on the market if they did not choose to reorient their business to the online environment. The purpose of this study is to highlight the determinants of consumer behavior on online market platforms, as well as the barriers that affect the intention to shop online. By conducting a qualitative survey and applying a probit OLS binary choice model, the analysis was centered on several variables with expected important impact on quick and flexible response/adaptation to new market profile, such as the age of the respondents, the level of income, the trend of online purchasing of different categories of goods, and the propensity towards online payment. The results underlined the importance perceived by the respondents of local producers, especially by people with a high level of education. At the same time, the role of the age variable as a determinant of consumer behavior before, during, and after the removal of the restrictions of the COVID-19 pandemic is highlighted.

Facing many challenges and the pressure to achieve sustainable development through digitalization, small and medium-sized enterprises (SMEs) should increase their consumption of digital technologies. SMEs are part of the engine of emerging economies, making a significant contribution to economic development. Using Rossmann’s Digital Transformation Maturity Index and a survey-based dataset, the purpose of this paper is to uncover key associations between different dimensions that define digital transformation. Through association rules mining (ARM), our results show that even when resources are constrained, SMEs in central Romania—Transylvania—make efforts to increase human resources competencies to drive digital transformation. Furthermore, we identified that the firms are in a transition stage in terms of digital transformation. Thus, although digital initiatives are considered at the firm level, they are not fully integrated into leadership and human resources.

This study aims to evaluate the knowledge and consumption of healthy foods, respectively, of oils as sources of omega-3 and dietary supplements with omega-3, among a population of young people in the center of Romania. With the objectives of identifying the factors that can influence the consumption of healthy fats and the orientation toward actions to promote less known food resources, in order to diversify the healthy food intake, the long-term improvement of the health-related effects of food. One of the most important aspects of health is nutrition and its role in reducing the incidence of chronic diseases is supported by scientific data. In this research, the authors analyzed the level of information and the factors determining food choices with particular reference to the consumption of healthy fats and/or supplements from these fats, in order to highlight the behavior of individuals in relation to food. For this purpose, a questionnaire about food and healthy fats (omega-3) consumption and frequency was applied to the food groups of interest, along with other factors pertaining to lifestyle. The questionnaire distributed online mainly included questions related to the consumption of fats and the respondents' knowledge about them. The interest in participating in the study was manifested mainly in the young age segment. The collected data were analyzed statistically was done through Graph Pad Prism ver. 9 software with the establishment of a statistical significance threshold of 0.05. There is a certain degree of superficiality in the knowledge of the importance and use of foods rich in omega-3. The statistically significant association has been identified both between age and the rules established in the family for observing the schedule of meals and between age and benefiting from an evaluation of the eating behavior. Statistically significant association has also been observed between the level of education and the knowledge on the health benefits of vegetable oils. The statistically significant association was also present between the level of education and the respondents' appreciation of the essential role of eating behavior in disease prevention. Identifying the consumer profile in relation to their attitude toward healthy foods, especially fats, in order to adapt nutritional interventions with the aim to promote healthy food choices that have an impact on the health of the individual and also of the population.

Digital marketing is a constantly changing field in which new trends, new values and new promotional tools appear periodically in the online environment. Trends are given both by technological progress and by the profile and behavior of the consumer. Following the application of a structured questionnaire, this paper aims to analyze the online consumer behavior in Romania during the pandemic period. The results of our study can be used by entities from various sectors of activity that want to promote products / services in the online environment.