Ethics, Attitudes, and Values in Local Enterprises as the Basis for Managerial Strategy for Sustainable Development and Business Success.

Abstract

Ethics and values are fundamental pillars for the success and sustainability of local enterprises. This study, using a quantitative approach, examines how a positive perception of ethics, values, and attitudes in these businesses influences customer loyalty and purchase intent. Structured surveys were applied to a sample of consumers with diversity in gender and socioeconomic level to evaluate key variables such as honesty, transparency, product quality, customer service, reviews, and recommendations. Statistical analysis showed that honesty and transparency are essential factors in building trust, while product quality and customer service play a crucial role in consumer loyalty. Additionally, reviews and recommendations, although less influential, reinforce the positive perception of the brand and increase the credibility of local enterprises among potential consumers. The findings suggest that local businesses that integrate strong ethical principles can differentiate themselves in a competitive market and foster long-term relationships with customers. Furthermore, the relevance of management strategies based on social responsibility and transparency is highlighted as key mechanisms to strengthen competitiveness and ensure sustainable local development. These results have both theoretical and practical implications for business management, enabling the design of more sustainable business models aligned with the expectations of today’s consumers.