The impact of product attributes on sustainable purchasing and its emotional effects on consumers: the role of social enterprises

This research delves into the role of SEs in promoting sustainable consumption by examining how the functional and sustainable attributes of their products influence consumers’ emotional responses and purchasing decisions. A study conducted with 380 consumers of SEs reveals that, while sustainable qualities elicit positive emotions such as pride and well-being, functional attributes—such as durability and reliability—play a significant role in shaping purchase decisions. These findings underscore the importance of integrating sustainability within a strategy centered on product quality and performance, rather than relying solely on ethical positioning. This research contributes to the ongoing debate on responsible consumption and provides valuable insights into the development of marketing strategies aimed at strengthening consumer trust and fostering long-term loyalty.