Como as práticas ecológicas e o desperdício de alimentos influenciam o capital de marca do restaurante?
DOI:
https://doi.org/10.18046/j.estger.2020.154.3349Palavras-chave:
sustentabilidade, práticas verdes, desperdício de alimentos, inovação sustentável, capital de marca, restaurantesResumo
O objetivo deste trabalho é avaliar a incidência de práticas ecológicas, inovação sustentável e desperdício de alimentos na construção de capital de marca dos restaurantes. A partir de uma investigação quantitativa dirigida a gerentes de restaurantes no Equador, foram obtidos 120 questionários válidos que permitiram estimar um modelo de equações estruturais por meio da regressão de mínimos quadrados parciais Os resultados obtidos mostram que práticas verdes voltadas ao treinamento dos funcionários e à inovação sustentável contribuem significativamente para reduzir o desperdício de alimentos, que, por sua vez, juntamente com as práticas verdes voltadas para a conscientização do consumidor, influenciam positivamente o capital de marca dos restaurantes
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