Bibliographic citations
Aguilar, L., Osorio, N. (2024). Antecedentes de la satisfacción, confianza y su relación con la preferencia de marca de retail de productos orgánicos [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683181
Aguilar, L., Osorio, N. Antecedentes de la satisfacción, confianza y su relación con la preferencia de marca de retail de productos orgánicos [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683181
@misc{renati/1032752,
title = "Antecedentes de la satisfacción, confianza y su relación con la preferencia de marca de retail de productos orgánicos",
author = "Osorio Cárdenas, Nicole Estefany",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The purpose of this study is to examine the influence of price, brand image, store environment and interior design on the preference of an organic retail brand through the mediating role of satisfaction and brand trust. This study contributes to expanding the information on organic retailers, a sector with exponential growth due to changes in consumer behavior. At the same time, it presents a theoretical contribution regarding the understanding of trust, store environment and interior design as relevant variables within emerging markets. The research methodology proposes a quantitative approach with explanatory scope through a non-probabilistic convenience sampling. The instrument will be a questionnaire which will be applied to a sample of 400 people over 18 years of age who have shopped in the last three months in organic stores. Finally, both structural equation modeling (SEM) and partial least squares technique (PLS-SEM) will be used to validate these hypotheses in conjunction with Smart PLS 4.0 software.
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