Effectiveness of Sustainable Marketing Actions in Generating Brand Loyalty Among Commissary Customers in Ecuador.
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Abstract
Currently, companies are involved in offering sustainable products which manifest qualities that make them different from traditional products through differentiated packaging where they show environmental certification thus validating their interest in the care and welfare of the environment, as a result of this is born what is known as sustainable development term based on a concept of socio-economic development whose purpose is to ensure a life of quality and fullness for all. Many organisations are involved in offering sustainable products, in Ecuador they do it under the commissaries or also known as hypermarkets, which belong to the retail sector and attract people of different economic conditions.
Having said that, the main objective of this study is to analyse the perception and sensitivity of the consumers of the commissaries in Ecuador to the application of sustainable actions that demonstrate their interest in the well-being of the environment. To carry it out, it was carried out under a quantitative approach, by means of an exploratory and empirical type of research, and to analyse the data, the PLS-SEM method was used, where it was stated that sustainability practices by companies are effective in creating long-term consumer value and loyalty.
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Kevin Andrés Yépez-Rosero, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0005-5438-3873
Student of Marketing, Faculty of Business Sciences, Technical University of Machala, courses in intermediate office, Accounting-Tax Culture, training in Neuromarketing and Digital Marketing.
Interested in sustainability and contributions towards environmental care.
Lorenzo Bonisoli, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0003-3336-5658
Full Professor at the Technical University of Machala since 2013, PhD in Philosophy (Università Cattolica di Milano -Italy) in 2002, Master of Business Administration (Cranfield University -UK) in 2011 and PhD in Economics (University of Almeria -Spain) in 2020. Research areas: Sustainability, Microeconomics, Sustainable Agriculture and Development, Strategic Marketing, Sustainable Marketing.
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