No 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.

Social and material models consider hyperconsumption to be an unsustainable practice of consumer behavior that is responsible for the considerable damage inflicted upon the planet. The primary objective of this research study was to develop and validate a novel measurement scale to assess hyperconsumption behavior (HB) from a consumer’s point of view. Based on the literature on measurement theory, an HB scale was developed and validated over three studies. The first study consisted of item development, while the second study focused on exploring and confirming the factor structure of the scale. The investigations revealed that hyperconsumption behavior was a first-order construct with four underlying dimensions: shopping control (food); perceived repair benefits; possession of a large amount of goods; and experiential consumption. The third study assessed the nomological validity of the proposed scale by testing its association with two relevant scales of materialism and sustainable purchase behavior.

This study investigates the predictors and mediators of branded functional beverage consumption behaviour (CB) within the Gen Z demographic group in Bulgaria. An integrated model based on two widely known psychosocial theories was developed to examine the relationships between the consumers’ personal values within the value–belief–norm theory and the components of the protection motivation theory (PMT). The conceptual framework included two more influencing factors whose impact had not been researched in depth in previous studies concerning CB—namely, the role of media (RM) and branded functional beverage health benefits (HB). An empirical survey based on 435 Gen Z members aged between 16 and 26 years was conducted. Structural equation modelling was used to analyse the proposed hypotheses. The results revealed that the consumers’ personal values were significant predictors of the PMT threat and coping appraisal components, which, in turn, had a significant positive impact on CB. CB was not directly affected by the branded functional beverage health benefits but was indirectly influenced by the HB via purchase intention toward functional beverages and RM. The study highlighted the important role of RM, which directly and indirectly affected CB. The theoretical and practical implications were discussed, and recommendations were given for raising Gen Z’s awareness of the benefits of functional beverages and increasing their consumer acceptance.

This paper deals with the investigation of the possibilities to improve the innovation performance in Bulgarian biotechnology firms. The main research purpose is to analyze Bulgaria's position concerning the innovative development of bio-based production. Methodological tools of the research methods were processing quantitative data, content analysis, and comparative situational analysis in combination with dynamic graphic analysis. The results of the research showed that there is a significant deficit in Bulgaria in the innovative development of biotechnology firms. The enhancement of the innovative biotechnological state of Bulgarian firms is a matter of great importance to their successful production and market performance on both the local and international markets. A small number of firms manage to find an adequate solution to creating stable market advantages and face insurmountable difficulties in trying to make it on the global market. Furthermore, Bulgaria's membership in the EU creates additional formal demands for providing a high quality of the production process, putting the local biotechnology firms in an even more challenging position. It suggests that companies need to focus their attention on producing goods with high added value (which is the basis of innovation) and applying and perfecting successful market-oriented approaches. In that relation, the arguments were summarized for the practical benefits of designing a complete model focused on biotechnology firms' market orientation, which is of crucial importance for their long-term innovative development. The study presents an author's conceptual model for measuring innovation performance of biotechnology firms which contains three constructs: market orientation, knowledge integration orientation, R&D effectiveness. The results from the conducted research could be helpful to research and practice R&D developers of firms with an established presence and long market history and upstart enterprises that cannot rely on income from their market activity, market or production experience.