Going green in Ecuador: Unpacking the motivations behind brand loyalty for organic products

Bonisoli, Lorenzo; Blacio Guañuna, Roger Andrés

doi:10.1016/j.jclepro.2023.138116

Cited by 11 publications

(5 citation statements)

References 106 publications

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“…When modifying the value-added-sharing structure of regional brands, careful consideration should be given to these factors. Bonisoli L and Zheng S emphasized the significance of traceability information related to farming methods and growth environments for agricultural products [57,58]. Bonisoli L highlighted the influence of environmental concern on brand loyalty, with agricultural brands playing a crucial role as an origin identifier [57].…”

Section: Discussionmentioning

confidence: 99%

“…Bonisoli L and Zheng S emphasized the significance of traceability information related to farming methods and growth environments for agricultural products [57,58]. Bonisoli L highlighted the influence of environmental concern on brand loyalty, with agricultural brands playing a crucial role as an origin identifier [57]. Therefore, adjusting the revenue-sharing ratio through the Shapley value method actually leads to an increase in the value-added-sharing ratio of planting and breeding.…”

Section: Discussionmentioning

confidence: 99%

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Can Creating an Agro-Product Regional Public Brand Improve the Ability of Farmers to Sustainably Increase Their Revenue?

Ma,

Qiao

2024

Sustainability

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Through the analysis of various typical cases, this study examines whether the establishment of an agro-product regional public brand (ARPB) can effectively boost the revenue of farmers and increase their share in the supply chain. The findings suggest that an early-stage ARPB can command a price premium for products, yet its overall contribution to farmers’ revenue remains limited due to scale constraints. The premium ability of an ARPB is influenced by product characteristics and sales strategies, underscoring the need to enhance control over terminal sales. Although the revenue of all operators in an ARPB supply chain shows an increase compared to that of a non-ARPB supply chain, the ratios of revenue allocated to farmers diminish. The Shapley value method was utilized to optimize the revenue-sharing in the supply chain, indicating a need to increase the share of revenue for farmers. This optimization necessitates the formation of a community of interests between farmers, processing enterprises, and sellers to facilitate the upstream movement of brand premiums. Furthermore, enhancing the government’s mediation and regulatory functions can provide farmers with more opportunities to partake in brand benefits.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Can Creating an Agro-Product Regional Public Brand Improve the Ability of Farmers to Sustainably Increase Their Revenue?

Ma,

Qiao

2024

Sustainability

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“…La satisfacción se erige como un elemento esencial en el universo del consumo de bebidas de origen vegetal, en cuanto a aspectos cognitivos como emocionales. Se manifiesta como el barómetro que calibra el grado de placer o desilusión experimentado durante la interacción con un producto o servicio (Bonisoli & Blacio Guañuna, 2023). Este fenómeno adquiere una dimensión trascendental al convertirse en un factor causal que moldea la intención de recompra y la propensión a recomendar dentro del ámbito de las bebidas de origen vegetal.…”

Section: Satisfacciónunclassified

Detrás del sorbo: un viaje sensorial en la intención de compra de bebidas vegetales en la juventud ecuatoriana

Plasencia-Pinta,

Rios-Calderon,

Coyago-Loayza

et al. 2024

593DPCEIT

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La siguiente investigación proporciona un análisis detallado de los factores que influyen en la intención de compra de bebidas vegetales. El estudio se centra en la generación Z ecuatoriana y analiza las variables que influyen en su satisfacción y, por ende, en su decisión de compra. El estudio utiliza un modelo basado en datos sintéticos y ecuaciones estructurales para analizar las relaciones entre las variables. Se recolectaron datos de 630 observaciones sintéticas generadas en una base de 50 respondientes de la generación Z y la técnica SEM PLS se utilizó para interpretar las respuestas. Los hallazgos indicaron que las motivaciones intrínsecas, introyectadas y presión social no tienen un efecto significativo mientras que las variables de contenido natural, atractivo sensorial y motivación identificada influyen en la intención de compra y por ende inciden de manera positiva en la Satisfacción. Estos resultados pueden guiar a que las empresas que producen bebidas vegetales deben enfocarse en resaltar el contenido natural y el atractivo sensorial de sus productos en sus estrategias de marketing.

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“…Skala pengukutan variabel attitude toward brand mengacu pada ahli marketing (Kotler & Armstrong, 2020), ini merupakan skala pengukuran terbaru dalam pengukuran attitude toward brand, karena merepresentasikan penawaran dan image sehingga brand dapat menempati suatu tempat unik di pikiran para wisatawan. Sedangkan pengukuran brand image mengacu pada 4-item indikator yang menekankan pada 2 aspek yaitu cognitive dan affective evaluation (Gómez et al, 2018), dan pengukuran city brand equity mengacu pada beberapa ahli (Bonisoli & Blacio Guañuna, 2023;Gómez et al, 2018;Karagiorgos et al, 2023). Untuk variabel brand preference, penelitian ini melakukan adopsi dua sumber yang menekankan aspek first choice dan visit preferences (Molina et al, 2017) & (Boubker & Douayri, 2020).…”

Section: Metodeunclassified

Evaluasi Branding Kota Payakumbuh Sebagai Kota Rendang

Syarif Hidayatullah,

Ma’ruf,

Verinita

2024

publicuho

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This study focused to find out the relationship among several aspects such as attitude toward the brand, brand image, brand equity, and brand preference. By using a quantitative approach and online questionnaires were distributed to 143 tourists who had visited the city of Payakumbuh as Kota Rendang in the last 5 years. A purposive sampling technique with several criteria was used to separate unqualified participants, and then the data was analyzed with the Structural Equation Modeling - Partial Least Square (SEM-PLS) technique by assisting Smart-PLS Software's latest version. The result shows that all research expectations are met.

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Going green in Ecuador: Unpacking the motivations behind brand loyalty for organic products

Cited by 11 publications

References 106 publications

Can Creating an Agro-Product Regional Public Brand Improve the Ability of Farmers to Sustainably Increase Their Revenue?

Can Creating an Agro-Product Regional Public Brand Improve the Ability of Farmers to Sustainably Increase Their Revenue?

Detrás del sorbo: un viaje sensorial en la intención de compra de bebidas vegetales en la juventud ecuatoriana

Evaluasi Branding Kota Payakumbuh Sebagai Kota Rendang

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