TY - JOUR
T1 - Factors Influencing Loyalty to Health Food Brands
T2 - An Analysis from the Value Perceived by the Peruvian Consumer
AU - García-Salirrosas, Elizabeth Emperatriz
AU - Millones-Liza, Dany Yudet
AU - Esponda-Pérez, Jorge Alberto
AU - Acevedo-Duque, Ángel
AU - Müller-Pérez, Jessica
AU - Sánchez Díaz, Lisette C.
N1 - Publisher Copyright:
© 2022 by the authors.
PY - 2022/9
Y1 - 2022/9
N2 - 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.
AB - 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.
KW - PERVAL
KW - health food
KW - loyalty
KW - perceived value
UR - http://www.scopus.com/inward/record.url?scp=85139567426&partnerID=8YFLogxK
U2 - 10.3390/su141710529
DO - 10.3390/su141710529
M3 - Article
AN - SCOPUS:85139567426
SN - 2071-1050
VL - 14
JO - Sustainability (Switzerland)
JF - Sustainability (Switzerland)
IS - 17
M1 - 10529
ER -