Sustainability as a Determinant Factor in the Purchasing Decision

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.