Нагласи на българските потребители към компаниите, интегриращи целите за устойчиво развитие на ООН
Bulgarian Consumers' Attitudes Towards Companies Integrating the UN Sustainable Development Goals

Author(s): Ilina Mutafchieva
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: sustainability; sustainable development goals; consumer attitudes; sustainable development
Summary/Abstract: This paper presents a summary of the consolidated and defended results from the author’s doctoral dissertation, focusing primarily on the outcomes of a survey examining the attitudes of Bulgarian consumers towards companies that integrate the United Nations Sustainable Development Goals (SDGs) into their management and business practices. The main objective is to assess the extent to which consumers are informed about the SDGs, how they perceive corporate sustainability efforts, and whether these factors influence their purchasing decisions. The survey includes questions related to the level of awareness of the SDGs, trust in nonfinancial reporting, and the willingness to support companies that adhere to environmental and social standards. The findings indicate that, although interest in sustainability is growing, public awareness remains limited, and consumer behaviour is still largely influenced by price considerations rather than by sustainable business practices. At the same time, younger and more educated groups demonstrate greater sensitivity to environmental and social responsibility issues. In conclusion, the study highlights that consumers in Bulgaria can become an important driver of sustainable transformation, provided that businesses communicate their sustainability initiatives more actively and that trust in corporate sustainability and non-financial disclosures is strengthened.

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