Nadejda Dimova – New Bulgarian University, 21 Montevideo Str., 1618 Sofia, Bulgaria



Keywords:                       Motivation;
Consumer behaviour;
Sustainable marketing


Abstract: The changes brought about by COVID-19 and digitalisation do not eradicate the genuine problems associated with sustainable consum­er behaviour and achieving sustainable development in general. Consum­er motivation and emotions are closely intertwined with achieving sustain­able consumer behaviour. The research interest was sparked by the interre­lation between motivation, emotions and sustainable consumer behaviour. It is specific and determines the extent to which consumers want and are motivated to consume sustainably and in parallel with what emotions they experience in the overall consumer decision-making process and their con­sumer journey. The research methodology includes presenting the relation­ship between the individual elements in the purchase, presenting different types of motivation that affect sustainable consumer behaviour, clarifying the different types of emotions in sustainable consumer behaviour and fo­cusing on happiness as a leading emotion to achieve sustainable consump­tion. It is to the benefit of the readers to recognise the importance of the in­terrelation between emotions, motivation and sustainable consumer be­haviour and build perfect strategies based on it.

8th International Scientific ERAZ Conference – ERAZ 2022 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, Online-Virtual (Prague, Czech Republic), May 26, 2022

ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; AMBIS University, Prague – Czech Republic; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

ERAZ Conference 2022 Conference Proceedings: ISBN 978-86-80194-60-8, ISSN 2683-5568, DOI:

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License ( which permits non-commercial use, reproduction and distribution of the work without further permission. 

Sugested citation

Dimova, N. (2022). The Specific Interrelation between Motivation, Emotions and Sustainable Consumer Behaviour. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 8. Conference Proceedings (pp. 163-169). Association of Economists and Managers of the Balkans.


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