This document determined the sustainability factors that influence a customer’s purchase decision in a “green” brand of Colombian retails. The study focused on a stores brand that has sustainable initiatives that have been implemented according to its materiality analysis, these initiatives are part of the expectations of the organization’s stakeholders, like a customers, suppliers, opinion leaders, social media, employees, management board, senior management and executive committee, some examples of the implementation of this strategy are the democratization of healthy lifestyles, social responsibility in the supply chain, proactive prevention and care in climate change mitigation and adaptation, circular economy, strategic invention and philanthropy. These topics are part of strategic objectives drawn up for the coming years and are aligned with the Sustainable Development Goals (SDG) that Colombia yearns to achieve by 2030. The research approach under which the research was developed was quantitative under a scope, considering the sustainability and the purchasing decision as research strategies. The field work was developed in one of the most representatives warehouses of the brand in Bogota, with the aim of having a broader concept of the dynamics under which it develops the customer purchase, it defined itself the realization of questionnaires as an instrument of measuring and collection data, in which it identifies that the clients of the “green brand” are willing to contribute to the sustainability of the country, however, their attitudes aren’t connected to their behaviors and these don’t translate into sustainable purchases. The price and the nutritional table are the most important purchasing criteria above environmental criteria, despite, the sustainable trading program is the most widely recognized among consumers. In this sense, some recommendations were established focused on the communication strategies that may be desired by the “green brand” based on the environmental and social dimensions that are currently addressed by the company's sustainability area.