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Effects of sustainable development perceived by the consumer. A model proposal for hypermarkets in Ecuador

Abstract:

The objective of this work was to analyze the incidence of sustainable development on the chain of effects: perceived value - brand equity - loyalty. In order to achieve this, a theoretical model of relations, tested with a sample of 317 hypermarket customers in Ecuador, was proposed. Results, using an exploratory and confirmatory methodology, combined with partial least squares regression, showed that both sustainable development actions as well as perceived value are master pieces to build the retail strategy. Both are established as key variables by their nature, as they are multidimensional, and by their scope, allowing to generate customer loyalty towards the hypermarket through brand equity.