The paper investigates the role of digitalization in strengthening the sustainability of supply chains in the Romanian restaurant sector. The starting point is the intersection between the pressures for digital transformation and the integration of sustainability principles. Digitalization, through advanced digital solutions, can strengthen traceability, reduce waste, and optimize resources, strengthening responsibility for economic efficiency and the environment. However, the implementation of these solutions in HoReCa remains disproportionate and faces barriers such as lack of digital skills, high costs, and resistance to change. The authors conducted a quantitative research study among restaurant managers in Romania. The research was complemented with two Principal Component Analyses (PCA) and a TwoStep Cluster Analysis. The role of the TwoStep Cluster Analysis was to identify a typology of restaurants according to managerial behaviors related to digitalization from a sustainable perspective. The results showed that digitalization is applied predominantly in inventory management, but less in the relationship with consumers and supply chain, where it would bring considerable benefits for sustainability. The study provides theoretical and practical contributions, highlighting the role digitalization has as a facilitator of sustainability and indicating recommendations for managers and decision-makers regarding professional training and financial support policies dedicated to sustainable digitalization.

In a global context increasingly marked by environmental concerns, the circular economy is becoming an essential solution for sustainability. The present study analyzes the integration of circular economy principles into the marketing strategies of fast-food restaurants, as well as the influence they have on consumer perception. The research instrument was an online questionnaire that had a number of 676 respondents. The research results highlighted that 44.5% of the respondents took into consideration the sustainable part of fast-food restaurants, but speed and convenience proved to be the essential elements that they chose. The most appreciated aspects highlighted by the respondents were biodegradable packaging, providing healthy food options and the use of local and sustainable ingredients. In contrast, the least appreciated aspects were collaborations with ecological organizations and reducing the carbon footprint. On the other hand, it was found that among the most appreciated methods of promoting sustainability, that fast-food restaurants can implement, were social media and digital campaigns. A much smaller impact was observed in the choice of TV commercials and collaborations with influencers. In essence, this research provides some practical insights into marketing strategies that consider sustainability in the fast-food industry, but also helps to understand consumer behavior. The results highlighted the fact that there is a need for consumer education in order to increase the effect of sustainability measures. Moreover, the obtained results can constitute a solid basis for further research that focuses on how consumer perceptions of sustainability can affect real-life behaviors.

The aim of this paper is to highlight the role of social marketing in the transition to circular economy in the fast-food industry. Qualitative research was conducted on a sample of 10 participants, which analysed perceptions of sustainability, its benefits and associated barriers. The results show that circular economy is perceived as a necessary model for reducing waste and conserving resources, while social marketing acts as a catalyst for change through transparent communication and education. The conclusions emphasize the importance of collaboration between companies, consumers and decision-makers to implement sustainable policies and strengthen public trust.

The circular economy has become an important and necessary solution in a context where environmental pressures are increasing. Thus, this study analyzes the perceptions of Romanian consumers on circular economy practices in hotel units from a marketing perspective, while the aspects considered are attitudes, level of information, intention to choose sustainable hotels and willingness to pay a higher price. The study was carried out through quantitative marketing research, using the CAWI method, based on a questionnaire distributed online. The results obtained from 195 respondents indicated a high level of notoriety of the circular economy concept, while the degree of its understanding was quite moderate. Respondents showed positive attitudes towards circular economy practices applied in hotel units and appreciated the reuse of resources and the reduction of waste. They had a certain level of skepticism regarding the environment, which highlighted the need for credible communication. The behavior of respondents before booking is uneven, although the declared intention to choose sustainable hotels is quite favorable. Moreover, most respondents stated that they are willing to pay more for hotels that apply circular economy practices. Thus, the results that were obtained highlight a continuous need for consumer education in the field of sustainability and provide a relevant perspective for the marketing strategies of hotel establishments.

AI systems have fundamentally changed the way brands communicate with consumers. Avatars, virtual influencers, and AI personas have become social actors in the brand consumer relationship, relying on anthropomorphic design and ongoing interaction. Given their growing influence, trust has become a central concept in research on consumers’ responses to AI-driven marketing. This study presents how trust is conceptualized in AI-driven marketing with a focus on avatars and virtual influencers. Our study employs a bibliometric analysis of 2888 articles published between 2021 and 2025 from Web of Science. We have found that avatar marketing is a fragmented research domain, and that trust plays an instrumental role in achieving marketing outcomes. Transparency and fairness, ethical concerns discussed in the literature, hold peripheral positions, and AI regulation appears as the most isolated concept in the cluster analysis. Although trust occupies a central position, it is conceptualized for its functional role, not for its ethical dimension. This is a clear literature gap that is translated into the field’s lack of a conceptual framework to evaluate the legitimacy of AI-driven marketing practices. Our study supports a reframing of trust, from a dependent variable of marketing efficiency to a central ethical criterion.

The study analyses the perceptions of Romanian tourists regarding food waste in hotels, highlighting gender differences. Women were found to be more aware of the problem, more receptive to visual messages, and more willing to adopt sustainable behaviours, such as accepting small portions or supporting food donations. Men preferred token rewards, digital apps, and clear hotel policies. Both groups believe that the responsibility is shared between tourists and the hotel. The conclusions suggest the need for differentiated strategies, adapted to the gender profile, to increase the involvement of tourists in reducing food waste in hotel units.