Estrategias de sostenibilidad ambiental y percepción del valor de marca de clientes en grandes cadenas de supermercados de Guayaquil.

Abstract

The objective of this work was to analyze the relationship of the development of sustainable environmental strategies on the chain of effects that make up the perceived brand value by customers. To do this, a scale model of criteria is proposed to measure the perception of the brand value variable based on a survey of 384 customers of large supermarket chains in Guayaquil. The results applying an exploratory, descriptive, and correlational methodology showed that environmental sustainability strategies are a relevant factor on which customers perceive the brand value and can become a support pillar of the supermarket strategy. Environmental sustainability through waste management strategies, energy use, organic products and environmental campaigns can favor the construction of quality, recognition, satisfaction and customer loyalty towards the supermarket chain through perceived brand value.