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This study aims to analyze the attitude of consumers toward the recycling process, especially toward the manner of its promotion through social media platforms.

Using social media analysis, the authors analyzed the posts on the RetuRO page on Facebook. The results showed us that the first posts started in January, the recycling program and the guarantee return systems implementation have been active in the stores since November 30. Thus, the posts from each month were analyzed, observing that at the beginning of the program, the posting frequency was higher (8–10 posts/month), whereas in 2024, the frequency registered a slight decrease.

This paper reflects two facets of consumer attitudes: if at the beginning of the recycling program, the feeling expressed was one of delight and satisfaction because customers had the opportunity to get rid of plastic or glass packaging, respectively aluminum cans, thus contributing to protecting the environment, with the development of the program, their opinions changed. The problems generated by the difficulty of recycling, and the technically deficient aspects of the devices led to a paradigm shift and the manifestation of a negative component of consumer attitudes.

To the best of the authors’ knowledge, this study is the first carried out in Romania that analyses the influence of the RetuRO platform in the recycling process carried out in our country using social media analysis.

The purpose of this paper is to study the usefulness of neural network to explain the gap between behavior intention and actual behavior in the consumption of green products. The paper draws the base from theory of planned behavior (TPB) and social dilemma theory.

Artificial neural networks were used to analyze the data. A survey instrument was developed to understand the behavior pattern of customers while purchasing energy-efficient products. The outputs and input variables were identified and the input variables were divided into binary and discreet inputs.

The research attempts to identify the factors that drive as well as avoid green consumerism. It also details the measures that can be adapted to address the social dilemma of green consumerism. In general the paper identifies with the literature in eliciting that environmental consciousness does not drive green consumerism.

The results of the study have important implications for practitioners as well as researchers. It is observed that neural network also provides inconclusive evidence for the intention behavior gap. This can be further explored by identifying different elements of environment consciousness and further testing.

Marketers need to have strategies interwoven with traditional influencers to promote their green offerings. The consumers expect a clear and measurable benefit to the green offerings that the marketers are marketing.

The research has its conceptual base in the TPB and social dilemma theory to understand the drivers of purchase behavior while evaluating an electronic product available in both energy efficient non-energy efficient rating scenario.