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To formulate a vision of the mechanism of generating social capital at a firm level and its influence on sustainable behavior, testing the assumption of social capital as a feedback to support the firm's sustainable behavior.

The collection of primary data is based on a structured questionnaire. The information is collected by means of interviewing Bulgarian citizens and businessmen. The questions are divided according to: interrelations within the team, attitude to social problems and sustainable behavior of the firm, and socio‐economic profile. Non‐parametric methods are used to study the relationships among the basic indicators.

It is necessary to present the attitudes of the respondents to problems related to the basic hypothesis formulated in the paper, provide additional proofs of the feedback assumption of social capital, formulate the preconditions for generating social capital and its contribution in realizing sustainable behavior of the firm.

Further extension is warranted to cover more sectors and countries of the region.

It gives an idea to distinguish between the formal and informal structures of the firm, enhance endeavors to increase attention to social factors in the decision‐making process at top level, formulate the concept of feedback role of social capital, and how it can be used to reach sustainability in a firm's behavior.

This study provides additional proofs of the role of social capital as a feedback to support sustainable behavior of the firms and extend the vision of firms’ management in distinguishing between formal and informal structures.