Sustainable love: analyzing the brand engagement of organic companies among Ecuadorian centennials
DOI:
https://doi.org/10.35290/re.v6n1.2025.1216Keywords:
brandlove, Sustainability, brand engagement, organic companiesAbstract
The purpose of this investigative study is to analyze the brand love of organic companies through the measurement of brand engagement. To achieve this objective, survey studies were conducted using descriptive questions with a 5-point Likert scale to acquire solid foundations to assist brands and refine their sustainable marketing strategies to have long-term relationships with their customers. In addition, the sampling method used was non-probabilistic for convenience, which I feel is useful for collecting the data that will be obtained from Ecuadorian centennials. Likewise, structural equation modeling was used as the statistical technique and an approach based on covariance. The results of the research indicate that, although people do care about the environmental impact of human activity, they do not understand the consequences of misinformation, lack of education and culture. In addition, people indicated they trust the qualities of organic products, but they do not think the same about companies because there is uncertainty due to the lack of commitment in a more sustainable segment.
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