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.

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.

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.

Wine production is an important sector of the food industry in Bulgaria, contributing to both economic development and cultural heritage. The present study aims to show how natural language processing (NLP) and machine learning methods can be applied to analyze expert-written Bulgarian wine descriptions and to extract patterns related to wine quality and style. Based on a bilingual dataset of reviews (in Bulgarian and English), semantic analysis, classification, regression and clustering models were used, which combine textual and structured data. The descriptions were transformed into numerical representations using a pre-trained language model (BERT), after which algorithms were used to predict style categories and ratings. Additional sentiment and segmentation analyses revealed differences between wine types, and clustering identified thematic structures in the expert language. The comparison between predefined styles and automatically derived clusters was evaluated using metrics such as Adjusted Rand Index (ARI) and Normalized Mutual Information (NMI). The resulting analysis shows that text descriptions contain valuable information that allows for automated wine profiling. These findings can be applied by a wide range of stakeholders—researchers, producers, retailers, and marketing specialists.

This study explores the factors influencing consumer purchase intentions toward functional beverages (FB), a rapidly growing sector in the health-focused global market. Specifically, the research investigates the impact of four key factors: egoistic value, altruistic value, perceived health benefits of FB, and consumer innovativeness. Using a volunteer sample of 318 respondents, data were collected via an online questionnaire and analyzed through Covariance-Based Structural Equation Modeling (CB-SEM). The results confirm that all hypothesized relationships were significant, with egoistic and altruistic value orientations, perceived FB health benefits, and consumer innovativeness positively affecting purchase intentions. These findings highlight the importance of personal values, as well as health benefits and innovativeness, in shaping consumer behavior. The study offers insights for manufacturers and marketers to better align their products with consumer preferences in the growing functional beverage market.

In response to the growing importance of vocational education for youth employability, this study examines students’ perceptions of dual vocational education and training (dVET) in Bulgaria, focusing on the following determinants of student loyalty (SL) and word-of-mouth communication (WOM) in the secondary education context: brand associations, brand relevance, brand image, image of dVET, service quality, and student satisfaction, based on previously validated scales adapted to the Bulgarian context. A structured questionnaire was administered to a target population of 608 students across nine vocational secondary schools in the Plovdiv region. A total of 507 usable surveys were collected from students in 11th and 12th grades who were actively participating in work-based learning. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software. The findings indicate that brand image is the strongest direct predictor of the image of dVET. Furthermore, student satisfaction stands out as the most influential antecedent of WOM. The indirect pathways from service quality to both SL and WOM, mediated by student satisfaction, underscore the pivotal role of satisfaction as a transmission mechanism. The study contributes to the limited empirical research on branding in dVET and offers insights for policymakers, school administrators, and employers seeking to improve the attractiveness of these pathways.