¿Cómo influyen las prácticas verdes y el manejo del desperdicio alimentario en el capital de marca de los restaurantes?
DOI:
https://doi.org/10.18046/j.estger.2020.154.3349Palabras clave:
sostenibilidad, prácticas verdes, manejo del desperdicio alimentario, innovación sostenible, capital de marca, restaurantesResumen
El presente trabajo tuvo por objetivo evaluar la incidencia de las prácticas verdes, la innovación sostenible y el manejo del desperdicio alimentario en la construcción del capital de marca de los restaurantes. A partir de una investigación cuantitativa dirigida a responsables de restaurantes en Ecuador, se obtuvieron 120 cuestionarios válidos que permitieron estimar un modelo de ecuaciones estructurales a través de la regresión de mínimos cuadrados parciales. Los resultados obtenidos evidencian que las prácticas verdes orientadas a la formación del empleado y la innovación sostenible contribuyen significativamente a la reducción del desperdicio alimentario, que, a su vez, junto a las prácticas verdes orientadas a la sensibilización del consumidor, influyen positivamente en el capital de marca de los restaurantes.
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