Efeitos do desenvolvimento sustentável percebido pelo consumidor. Uma proposta para um modelo de hipermercado no Equador
DOI:
https://doi.org/10.18046/j.estger.2020.154.3470Palavras-chave:
desenvolvimento sustentável, percepção do consumidor, valor percebido, capital de marca, lealdadeResumo
O objetivo deste trabalho foi analisar a incidência do desenvolvimento sustentável na cadeia de efeitos: valor percebido - capital da marca - lealdade. Para isso, propõe-se um modelo teórico de relações, o que contrasta-se com uma amostra de 317 clientes de hipermercados no Equador. Os resultados, aplicando uma metodologia exploratória e confirmatória, combinados com a regressão de mínimos quadrados parciais, mostram que tanto as ações de desenvolvimento sustentável quanto o valor percebido, são pilares principais para apoiar a estratégia de varejo. Ambas são mostradas como variáveis-chave por sua natureza, por serem multidimensionais e por seu escopo, permitindo construir a lealdade do consumidor em relação ao hipermercado, por meio de seu capital de marca.
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