The project explores how servitization (the integration of services into product offerings) can act as a catalyst between responsible consumption and the preference for locally branded products, while also contributing to business performance. Special emphasis is placed on sectors characterized by microtransactions and dynamic loyalty, such as textiles and technology. Regional and gender differences in sustainable consumption are also taken into account. The following results are expected:
- Advance theoretical knowledge on the relationship between servitization, responsible consumption, and preference for local brands.
- Measure the impact of servitization on business performance (market share, operational efficiency, and profitability).
- Generate recommendations for local organizations to strengthen their sustainable competitiveness.
- Contribute to inclusive sustainability policies and strategies.