DO BUSINESS SUSTAINABILITY PROGRAMS INFLUENCE CUSTOMER PURCHASING DECISIONS?

Sasalux  Junsupasen; Pongrapee  Kaewsaiha; Denis  Ushakov

Sasalux Junsupasen Digital International Business Program, College of Hospitality Industry Management, Suan Sunandha Rajabhat University
Pongrapee Kaewsaiha Digital International Business Program, College of Hospitality Industry Management, Suan Sunandha Rajabhat University
Denis Ushakov Digital International Business Program, College of Hospitality Industry Management, Suan Sunandha Rajabhat University

Keywords: Business, Purchasing decision, Sustainability

Abstract

Nowadays, people are becoming more aware of sustainability issues due to technology and urbanization. Many businesses have a way of building their brand image by organizing sustainability projects, especially brands in Thailand and Italy. But there is no data indicating that such programs can help drive consumer purchasing decisions. The purpose of this research was to examine whether a business's sustainability initiatives had an impact on consumer decision-making. This research employed a quantitative study using online questionnaires. There were 81 respondents in Thailand and Italy. The results show that businesses should adhere to environmentally responsible and sustainable programs which have a positive impact on their image. However, consumers in our sample had a moderate consensus that a company's sustainability initiatives influenced their purchasing decisions.