Analysis of environmental influence on branding: application in the Ecuadorian context

Authors

DOI:

https://doi.org/10.35290/re.v4n2.2023.824

Keywords:

environmental influence, satisfaction, green value, branding

Abstract

The purpose of this research is to analyze of environmental influence on branding in the context of an emerging country like Ecuador. To achieve this, surveys were conducted using descriptive questions and a 7-point Likert scale to obtain informed knowledge that could help brands improve their sustainable branding strategies and establish long-lasting relationships with their customers. Convenience non-probabilistic sampling method was used to collect data from students at the Technical University of Machala. The statistical technique of structural equation modeling and a covariance-based approach were used. The research findings indicate that although people are concerned about the environmental consequences of human practices, they do not fully understand the environmental impact of the products they purchase due to lack of information and education. In addition, people trust the concept of organic products, but not in local companies that have involvement in the sustainable segment due to doubts about their commitment to greener production.

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Published

2023-06-10

How to Cite

Blacio Guañuna, R. A., & Bonisoli, L. (2023). Analysis of environmental influence on branding: application in the Ecuadorian context. ERUDITUS JOURNAL, 4(2), 9–26. https://doi.org/10.35290/re.v4n2.2023.824

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Vol. 4 No. 2 (2023)

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Copyright (c) 2023 Roger Andrés Blacio Guañuna, Lorenzo Bonisoli

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