Sustainable value propositions and the purchasing gap: a consumer-centric analysis

Sustainable business models (SBMs) integrate environmental, social, and economic dimensions into their value propositions, yet little research has explored how consumers perceive and respond to these propositions. This study investigates the extent to which consumer awareness of sustainable business practices influences purchasing decisions and whether the perception of sustainable value can provide a competitive advantage for companies. Using a qualitative approach based on 21 semi-structured interviews, the research employs thematic coding and sentiment analysis performed with Python to systematically assess consumer attitudes. The results indicate that while sustainability is generally perceived positively, its direct influence on purchasing behavior remains limited, with a significant proportion of neutral responses. However, sustainability is more widely recognized as a strategic advantage for businesses, suggesting that firms can strengthen their market positioning by effectively communicating the added value of their sustainable practices. The findings offer valuable insights for both research and management, highlighting strategic opportunities for firms aiming to enhance consumer engagement in the sustainability transition.