How social business sustainability relates to consumer purchase decision

Despite its positive results, social business is continuously criticised for its inability to contribute effectively to sustainable development practices. Researchers have extensively addressed the concept of sustainability in the scientific literature (Donaldson, Walsh, 2015; Dyllick, Muff, 2016; Upward, Jones, 2016). They define the importance of not only the participation of organisations in sustainable development but also highlight the importance of society as another participant (Ketprapakorn, Kantabutra, 2019). Moreover, studies show that consumers’ intention to purchase sustainable products or services is strongly influenced by their positive attitudes and perceived value of sustainability (Rizwan, Ahmad, Mehboob, 2013; Vazifehdousta, 2013). The state of the art allows stating that sustainability as an aspiration is still a priority but remains only in its early maturity stages