Online awareness and exposure: Key factors in the purchasing decision for sustainable businesses

Saravia-Ramos G.D.P.; Carhuancho-Mendoza I.M.; Nolazco Labajos F.A.; Ponce Yactayo D.L. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/leird2025.1.1.902

Resumen

In the current context of digital transformation and growing environmental awareness, sustainable businesses face the challenge of translating their online visibility into effective purchasing decisions. This study aimed to analyze how digital awareness and exposure influence such decisions. A quantitative approach with a causal-explanatory design was adopted, and 270 consumers linked to digital businesses participated. Data collection was carried out using a structured questionnaire, conceptually validated by representative authors for each variable. The scale used was Likert-type, and the analysis was performed using ordinal logistic regression. The results revealed that both digital awareness and online exposure have a significant influence on purchasing decisions. The model explained up to 42% of the variability in consumer behavior (Nagelkerke R2 = 0.419), indicating moderate to strong predictive power. Furthermore, it was found that low levels of awareness or visibility significantly reduce the probability of purchase. These findings highlight the importance of strengthening digital skills and optimizing the online presence of businesses. It is recommended to include training in digital communication in entrepreneur support programs, promoting more sustainable and inclusive economic ecosystems. © LEIRD 2025.All rights reserved.

Instituciones: Universidad César Vallejo