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.

The notion of Corporate Environmental Responsibility has been extensively researched in the literature so far, but less is known about how this concept fits into the circular economy paradigm. We performed a moderated mediation analysis in order to identify the mechanism that links corporate environmental responsibility with readiness for change towards a circular economy business model. The findings from 311 respondents show that there is a positive association between corporate environmental responsibility and the readiness for change to a circular model, mediated by perceived circular economy drivers. In addition, perceived circular economy barriers hinder this positive relationship, acting as a buffer. These findings can further contribute to the elaboration of a conceptual framework for embedding circular economy in the corporate social responsibility strategies of organizations.

Artificial intelligence is transforming industrial marketing by reshaping processes, decision-making, and inter-firm relationships. However, research remains fragmented, with limited evidence on how adoption drivers create new capabilities and sustainability outcomes. This study develops and empirically validates an integrated framework that combines technology, organization, environment, user acceptance, resource-based perspectives, dynamic capabilities, and explainability. A convergent mixed-methods design was applied, combining survey data from industrial firms with thematic analysis of practitioner insights. The findings show that technological readiness, organizational commitment, environmental pressures, and user perceptions jointly determine adoption breadth and depth, which in turn foster marketing capabilities linked to measurable improvements. These include shorter quotation cycles, reduced energy consumption, improved forecasting accuracy, and the introduction of carbon-based pricing mechanisms. Qualitative evidence further indicates that explainability and human–machine collaboration are decisive for trust and practical use, while sustainability-oriented investments act as catalysts for long-term transformation. The study provides the first empirical integration of adoption drivers, capability building, and sustainability outcomes in industrial marketing. By demonstrating that artificial intelligence advances competitiveness and sustainability simultaneously, it positions marketing as a strategic lever in the transition toward digitally enabled and environmentally responsible industrial economies. We also provide a simplified mapping of theoretical lenses, detail B2B-specific scale adaptations, and discuss environmental trade-offs of AI use. Given the convenience/snowball design, estimates should be read as upper-bound effects for mixed-maturity populations; robustness checks (stratification and simple reweighting) confirm sign and significance.