¿Cómo influyen las prácticas verdes y el manejo del desperdicio alimentario en el capital de marca de los restaurantes?

Autores/as

  • María Gabriela Montesdeoca-Calderón Profesora titular, Carrera Administración de Empresas, Escuela Superior Politécnica Agropecuaria de Manabí – Manuel Félix López, Calceta, Ecuador. https://orcid.org/0000-0003-4752-260X
  • Irene Gil-Saura Catedrática de Universidad, Facultad de Economía, Universidad de Valencia, Valencia, España http://orcid.org/0000-0002-5758-0806
  • María Eugenia Ruiz-Molina Profesora titular de Universidad, Facultad de Economía, Universidad de Valencia, Valencia, España http://orcid.org/0000-0002-5307-7111

DOI:

https://doi.org/10.18046/j.estger.2020.154.3349

Palabras clave:

sostenibilidad, prácticas verdes, manejo del desperdicio alimentario, innovación sostenible, capital de marca, restaurantes

Resumen

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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2020-03-05

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Cómo citar

¿Cómo influyen las prácticas verdes y el manejo del desperdicio alimentario en el capital de marca de los restaurantes? . (2020). Estudios Gerenciales, 36(154), 100-113. https://doi.org/10.18046/j.estger.2020.154.3349