Objective: Evaluate the environmental impact of wastewater discharges in the Pachanlica River micro-watershed to propose a comprehensive environmental management plan aimed at improving water quality and preserving aquatic ecosystems. Method: A field study was conducted across 14 sampling points in the Pachanlica River micro-watershed. Analyses included the identification of key points, assessment of physicochemical and microbiological factors, and quantification of total solids and coliforms. Results and Discussion: The study revealed significant contamination from heavy metals, industrial chemicals, and fecal coliforms. Turbidity, nitrite, and phosphate levels were highest near human activity zones. Water pollution negatively impacted biodiversity, water quality, and local agriculture. Proposed strategies include wastewater treatment, public awareness campaigns, and sustainable agricultural practices. Research Implications: Highlighting the critical need for sustainable water management policies, this study offers actionable insights for environmental protection and community health improvement. Originality/Value: This research provides a novel approach to managing wastewater in vulnerable ecosystems, combining scientific analysis with community-driven solutions.

Los cambios constantes en la evolución de las tecnologías digitales han permitido mejorar los sistemas informáticos con el fin de incrementar la eficiencia y eficacia en los procesos, así como también reducir los costos de producción en las empresas. Sin embargo, aún existen deficiencias en la utilización de las herramientas digitales que han implicado ciertos riesgos y limitaciones en la utilización de los datos para la toma de decisiones informadas. El objetivo de la investigación fue identificar las herramientas de innovación digital que son más utilizadas en las empresas de la ciudad de Riobamba, Ecuador, para lograr una mayor competitividad y sostenibilidad. Los métodos aplicados fueron análisis, síntesis, sistematización, procesamiento de datos estadísticos, inductivo, deductivo para identificar las herramientas digitales utilizadas por las empresas públicas y privadas de la ciudad de Riobamba, y su impacto en los sistemas de información económica, contable y financiera con el fin de mejorar la competitividad empresarial. Se concluyó que, las herramientas digitales utilizadas han permitido una mayor eficiencia, reducción de costos, seguridad de la información y toma de decisiones inteligentes; para su implementación se requiere de estrategias de capacitación y adaptación cultural en las empresas

Objective: Explore the role of neuromarketing in promoting sustainability by analyzing how consumers' emotional responses influence their purchase decisions for sustainable products, with a focus on understanding emotional motivations through theoretical frameworks. Method: Conducted a comprehensive literature review of recent academic studies examining neuromarketing in sustainability contexts, analyzing theoretical frameworks like Theory of Planned Behavior (TPB) and "Eco Emotion Set" (E2S) concept. Results and Discussion: Analysis revealed that positive emotions (joy, pride, optimism) significantly influence sustainable purchase decisions by connecting personal and environmental values. Identified opportunities include emotionally resonant messaging and personalized communication strategies, while acknowledging cultural variations in consumer behavior. Research Implications: Study highlights crucial ethical considerations in neuromarketing implementation, including risks of emotional manipulation and privacy concerns. Emphasizes need for specific regulations and international standards for transparent, ethical practice. Originality/Value: Provides comprehensive analysis of neuromarketing's role in promoting sustainability through emotional engagement, while addressing ethical implementation challenges and proposing regulatory frameworks for responsible practice.

Objective: The study aimed to analyze the influence of neuroeconomics and neuroenvironment on consumer behavior in the markets of Guano, Ecuador, during the post-pandemic period. The primary focus was on understanding how these factors affect purchasing decisions in local gastronomic businesses, particularly in the context of the economic and social changes brought about by the COVID-19 pandemic in the region. Method: Method: The research employed a mixed-methods approach combining quantitative and qualitative methodologies. Using a finite population formula, a sample size of 382 consumers was calculated from a total population of 42,851 residents. The study utilized advanced eye-tracking technology to measure visual attention and consumer behavior, complemented by in-depth interviews and focus groups. Data collection was conducted through simple random sampling, and statistical analysis was performed using SPSS software, with Chi-squared tests employed for hypothesis testing to evaluate the relationship between neuroeconomic factors and consumer behavior. Results and Discussion: The analysis revealed a significant correlation between neuroeconomics, neuroenvironment, and consumer behavior, with a statistical significance of p-value = 0.000. The study identified key emotional responses including joy, trust, and curiosity, with biosafety and cleanliness emerging as primary factors in building consumer trust. Customer service quality and appropriate ambient music generated positive emotional responses, while eye-tracking data demonstrated varying levels of consumer engagement with brands. Interestingly, certain aspects of market decoration were found to induce negative emotions such as sadness. These findings conclusively validated the hypothesis that neuroeconomics and neuroenvironment significantly influence purchasing decisions in Guanese markets. Research Implications: The study's findings provide crucial insights for traders and marketers to enhance consumer experiences in post-pandemic market environments. The research emphasizes the importance of prioritizing biosafety and cleanliness measures, maintaining product variety to stimulate consumer curiosity, and creating engaging market environments. These insights offer valuable guidance for developing effective marketing strategies adapted to post-pandemic consumer behavior, particularly beneficial for local businesses adapting to new market dynamics and consumer expectations. Originality/Value: This research pioneers the examination of post-pandemic consumer behavior in Chimborazo markets using neuroeconomics and eye-tracking technology, offering valuable insights for local businesses adapting to new market dynamics and contributing to the understanding of consumer behavior during crisis periods.

Credit unions are key players in promoting sustainable development by incorporating economic, social, and environmental aspects into their structure and operation. Their holistic approach goes beyond the mere pursuit of financial profitability, also embracing the generation of positive social impact and environmental preservation. The present study sets out to examine in depth the compatibility between credit unions and the principles of sustainable development. To achieve this objective, an exhaustive literature review was conducted, involving the compilation, synthesis and critical analysis of various data sources related to the topic. This process made it possible to identify the various roles that these cooperatives can play as catalysts for positive change in the communities where they operate. It was found that they not only offer inclusive financial services but also foster community participation and promote sustainable practices both in their operations and in their investment decisions. The results obtained highlight the transformative potential of credit unions in the quest for more equitable and sustainable development. By adopting an approach that prioritizes not only economic profitability but also social and environmental well-being, credit unions emerge as key agents in advancing a comprehensive development agenda.