Exploring Factors Affecting Sustainable Consumption Behaviour

Teofana Dimitrova, Iliana Ilieva and Mina Angelova ()
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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

Administrative Sciences, 2022, vol. 12, issue 4, 1-22

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.

Keywords: sustainable consumption behaviour; behaviour intention; environmental knowledge; materialism; promotion of sustainable consumption; PLS-SEM; Bulgaria (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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