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Factors Influencing Loyalty to Health Food Brands: An Analysis from the Value Perceived by the Peruvian Consumer

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  • Elizabeth Emperatriz García-Salirrosas

    (Faculty of Management Science, Universidad Autónoma del Perú, Lima 15842, Peru)

  • Dany Yudet Millones-Liza

    (UPG Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru)

  • Jorge Alberto Esponda-Pérez

    (Faculty of Nutrition and Food Sciences, Universidad de Ciencias y Artes de Chiapas, Tuxtla Gutiérrez 29000, Chiapas, Mexico)

  • Ángel Acevedo-Duque

    (Public Policy Observatory, Universidad Autónoma de Chile, Santiago 7500912, Chile)

  • Jessica Müller-Pérez

    (Graduate Department, School of Marketing and Business, Universidad Popular Autónoma del Estado de Puebla, C. 17 Sur 901, Barrio de Santiago, Puebla 72410, Puebla, Mexico)

  • Lisette C. Sánchez Díaz

    (Dirección Departamento de Auditoría, Contabilidad y Control de Gestión, Universidad Católica del Norte, Antofagasta 1781421, Chile)

Abstract

The COVID 19 pandemic brought significant changes in consumption habits, bringing about an era of more sustainable and healthier consumption. The objective of the present study is to measure brand loyalty to healthy foods in Peru, not only in a pandemic context, but also in a natural context based on the dimensions of the PERVAL value scale. Data were collected through an online survey and processed using partial least squares structural equation modeling (PLS-SEM). The results of the model among 396 consumers revealed that qualitative value and emotional value have the highest contribution to brand loyalty, followed by economic value and social value. These findings suggest that product quality should be taken as a priority and, although social value does not contribute much to health food brand loyalty, it is a trend sought after by consumers.

Suggested Citation

  • Elizabeth Emperatriz García-Salirrosas & Dany Yudet Millones-Liza & Jorge Alberto Esponda-Pérez & Ángel Acevedo-Duque & Jessica Müller-Pérez & Lisette C. Sánchez Díaz, 2022. "Factors Influencing Loyalty to Health Food Brands: An Analysis from the Value Perceived by the Peruvian Consumer," Sustainability, MDPI, vol. 14(17), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10529-:d:895957
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    1. Ledy Gómez-Bayona & Alejandro Valencia-Arias & Elizabeth Emperatriz García-Salirrosas & Cinthy Catheryne Espinoza-Requejo & Gustavo Moreno-López, 2023. "Perception of Green Product Consumption in the Context of the COVID-19 Pandemic in an Emerging Economy," Sustainability, MDPI, vol. 15(11), pages 1-16, June.
    2. Jessica Müller-Pérez & Viridiana Sarahí Garza-Muñiz & Ángel Acevedo-Duque & Elizabeth Emperatriz García-Salirrosas & Jorge Alberto Esponda-Pérez & Rina Álvarez-Becerra, 2022. "The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools," Sustainability, MDPI, vol. 14(19), pages 1-18, October.
    3. Samuel Leroy Cabrera-Luján & David Josías Sánchez-Lima & Segundo Alberto Guevara-Flores & Dany Yudet Millones-Liza & Elizabeth Emperatriz García-Salirrosas & Miluska Villar-Guevara, 2023. "Impact of Corporate Social Responsibility, Business Ethics and Corporate Reputation on the Retention of Users of Third-Sector Institutions," Sustainability, MDPI, vol. 15(3), pages 1-18, January.

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