Personal Attitudes Toward Sustainable Transformation (Results from a New Study on Bulgarian Citizens)
Personal Attitudes Toward Sustainable Transformation (Results from a New Study on Bulgarian Citizens)

Author(s): Vanya Ivanova, Marina Stefanova, Iliya Atanasov, Alexandra Korcheva
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Sustainable transformation; Sustainability preferences; Sustainable consumption; Sustainable development; Corporate social responsibility; SDGs
Summary/Abstract: Sustainable development requires changes at both institutional and individual levels, with the role of how people perceive their role in this process and the barriers they face being of key importance. This pilot study presents results from a recent survey on sustainability preferences conducted among 450 Bulgarian respondents, aged mostly between 14 – 45 in 2024. By measuring respondents’ knowledge, attitudes and behaviours in economic, ecological, and social aspects, this study aims to provide an understanding of the attitudes of Bulgarian citizens towards sustainability transformation. The results reveal agreement with the sense of necessity to reduce waste and the necessity for stricter environmental laws. Participants express willingness to modify personal behaviour. Strong correlations were observed between individuals' beliefs in reducing consumption and the responsibility of companies toward sustainability, as well as between access to education and sustainable corporate behaviour. A gap between positive attitudes and actual outcomes is identified, evident particularly in terms of institutional trust. The results point to the need for fine-tuning of policy implementation and further research for the identification of barriers preventing broader success at the macro level.

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