Sustainability as a Determinant Factor in the Purchasing Decision

Alexandra Popa (), Corina Aurora Barbu () and Alina-Elena Ionascu ()
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Alexandra Popa: “Ovidius”University of Constanța, Faculty of Economic Sciences, Romania
Corina Aurora Barbu: “Ovidius”University of Constanța, Faculty of Economic Sciences, Romania
Alina-Elena Ionascu: “Ovidius”University of Constanța, Faculty of Economic Sciences, Romania

Ovidius University Annals, Economic Sciences Series, 2024, vol. XXIV, issue 2, 416-424

Abstract: This article investigates the role of sustainability as a determinant factor in purchasing decisions, focusing on how Environmental, Social, and Governance (ESG)-related claims influence consumer behavior and brand performance. By employing a qualitative research methodology, the analysis synthesizes insights from academic literature and industry reports to explore the interplay between sustainability marketing practices and consumer decision-making. Key findings reveal that environmental concerns, green willingness to purchase, and long-term sustainability perceptions are critical drivers of green purchasing behavior. Additionally, the relationship between the number of ESG-related claims and product growth demonstrates the importance of multifaceted ESG strategies in enhancing consumer trust and loyalty. This research highlights the transformative potential of integrating sustainability into marketing strategies, providing actionable insights for businesses aiming to align with consumer demand for sustainable products.

Keywords: sustainability; marketing; ESG; consumer behavior (search for similar items in EconPapers)
JEL-codes: M31 O44 Q01 (search for similar items in EconPapers)
Date: 2024
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