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Exploring Factors Affecting Sustainable Consumption Behaviour

Author

Listed:
  • Teofana Dimitrova

    (Faculty of Economic and Social Sciences, University of Plovdiv Paisii Hilendarski, 4000 Plovdiv, Bulgaria)

  • Iliana Ilieva

    (Faculty of Economics, University of Food Technologies, 4000 Plovdiv, Bulgaria)

  • Mina Angelova

    (Faculty of Economic and Social Sciences, University of Plovdiv Paisii Hilendarski, 4000 Plovdiv, Bulgaria)

Abstract

Business development policies cover both marketing and sales functions, as they are so intertwined in most firms. Thus, managers should comply with the factors that influence sustainable consumption behaviour. The study aims to investigate the effect of environmental knowledge (EK), materialism (MAT), environmental influences (EI), the promotion of sustainable consumption (PSC), and sustainable consumption behaviour intention (SCBI) on sustainable consumption behaviour (SCB). Although many studies have examined sustainability issues for various groups of countries, activities in this critical field in Bulgaria are severely limited, and integrated research on the subject is non-existent. This paper focuses on the importance of investigating various factors that influence sustainable consumer behaviour. A total of 489 complete and usable responses were collected from participants from all regions of Bulgaria between May 2022 and July 2022. The partial least square-structural equation modelling (PLS-SEM) and SmartPLS 4 software were employed to test the hypothesised relationships. The results indicated that EK and MAT significantly affected SCBI. Additionally, the analysis revealed the statistically significant impact of EK, MAT, EI, PSC, and SCBI on SCB. Moreover, this study demonstrated that SCBI significantly mediated the relationships between EK and SCB and between MAT and SCB. Finally, the outcomes of the moderation analysis showed that age moderated the relationship between SCBI and SCB.

Suggested Citation

  • Teofana Dimitrova & Iliana Ilieva & Mina Angelova, 2022. "Exploring Factors Affecting Sustainable Consumption Behaviour," Administrative Sciences, MDPI, vol. 12(4), pages 1-22, November.
    • Handle: RePEc:gam:jadmsc:v:12:y:2022:i:4:p:155-:d:962857
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    References listed on IDEAS

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    1. Joshi, Yatish & Rahman, Zillur, 2019. "Consumers' Sustainable Purchase Behaviour: Modeling the Impact of Psychological Factors," Ecological Economics, Elsevier, vol. 159(C), pages 235-243.
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    Cited by:

    1. Yeboah, Samuel, 2023. "Navigating Sustainability: Unveiling Responsible Consumption and Production in Developing Economies for SDG 12 Achievement," MPRA Paper 118214, University Library of Munich, Germany, revised 25 Jul 2023.
    2. Asuamah Yeboah, Samuel, 2023. "Sustaining Change: Unravelling the Socio-cultural Threads of Sustainable Consumption," MPRA Paper 117981, University Library of Munich, Germany, revised 10 Jun 2023.
    3. Micaela Pinho & Sofia Gomes, 2023. "What Role Does Sustainable Behavior and Environmental Awareness from Civil Society Play in the Planet’s Sustainable Transition," Resources, MDPI, vol. 12(3), pages 1-17, March.

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