<![CDATA[This research aims to analyze the determinants of organizational purchasing decisions in a B2B context through a systematic literature review using 7 Scopus-indexed articles between 2002 and 2024. The analysis was conducted using thematic synthesis to group the main patterns, relationships, and themes that emerged from the various studies, and was supported by the bibliography. The findings showed that B2B purchasing decisions are influenced by five main categories: relational factors, organizational internal factors, digitalization, sustainability value, and product characteristics. On the other hand, Trust, loyalty, and relationship quality emerged as dominant determinants in the purchasing process, while digitalization through CRM and inside sales enhances information access and interaction. Sustainability value, including suppliers' environmental policies, increasingly influences buyer preferences. This study develops an integrated conceptual model that illustrates the multidimensional interactions among internal, external, relational, digital, and sustainability factors in B2B purchasing decisions. These findings contribute theoretically to B2B literature and offer practical implications for firms in designing adaptive marketing strategies.]]>
Copyrights © 2026
