Are customers' purchasing decisions influenced by environmentally responsible business practices in emerging nations?

Abstract

The environmental sustainability has seen a growing trend as a competitive strategy in a recent year. Being Ecological sustainability can prevent environmental damage through waste reduction, energy conservation, and promoting environmental health. Despite a traditional focus on profits, environmental sustainability marketing has become a strategic tool to differentiate goods and services, build trust with eco-conscious clients, and position businesses in the market. The research delves into the relationship between environmental sustainability marketing and competitive advantages, emphasizing various dimensions of advantage such as marketing, image, risk, and efficiency. The study's focus shifts to the Dominican Republic, comparing sustainability initiatives in Santo Domingo and Santiago. It aims to examine whether environmental sustainability initiatives contribute to purchasing decisions, efficiency, customer attraction, and business success. The methodology involves a quantitative study using questionnaires to gather data on consumers' preferences, perceptions, and willingness to pay more for socially responsible products. The results suggest that consumers recognize socially responsible companies and consider ethical, social, and environmental criteria in their purchase decisions. However, these considerations are still evolving and not necessarily the sole determinants of buying choices. The study concludes that socially responsible practices positively influence purchase decisions but, do not dominate consumer preferences entirely.