Leonardo Ortegón Cortázar

Objetivo: el cometido fue analizar la relación entre la percepción de los servicios pet-friendly en los centros comerciales y la intención de visita de los consumidores en la ciudad de Bogotá, Colombia. Se buscó comprender de qué forma la inclusión de servicios para mascotas, como zonas de descanso, bebedores, áreas de circulación o espacios adaptados para su permanencia, se relaciona con la disposición a regresar o recomendar los centros comerciales.Diseño/metodología: se utilizó un método cuantitativo, con diseño no experimental y de carácter transversal. Para la recolección de datos se aplicó un cuestionario estructurado a una muestra de 413 participantes, seleccionados mediante muestreo por conveniencia con criterios de control. Se usó el análisis de correlación de Spearman, por su pertinencia con los datos trabajados. El instrumento incluyó preguntas sobre la valoración de los servicios pet-friendly y sus intenciones de visita en diferentes centros comerciales de Bogotá.Resultados: se constató una percepción moderadamente crítica sobre la oferta de servicios amigables para mascotas, con insatisfacción en cuanto a la variedad y adecuación de estos espacios. Sin embargo, se identificó que las zonas exclusivas y los servicios especializados para mascotas se asocian positivamente con el deseo de los clientes de regresar al centro comercial y recomendarlo a terceros. Este hallazgo justifica la ejecución de iniciativas inclusivas de servicios pet-friendly como un recurso estratégico de fidelización.Conclusiones: los servicios pet-friendly constituyen un elemento diferenciador en la gestión de experiencias en los centros comerciales al reforzar el vínculo emocional de los consumidores con el espacio y aumentar su lealtad.Originalidad: el estudio aporta originalidad al integrar la perspectiva del consumo y los espacios amigables con la tenencia responsable de mascotas en el ámbito de los servicios comerciales. Se amplía así la comprensión de las ventajas de las prácticas inclusivas en un mercado altamente dinámico y competitivo.

Encouraging sustainable consumption behavior requires more than just knowledge of environmental and social issues. This study investigates the relationships between knowledge of consumption impacts and sustainable behavior, focusing on the mediating role of sustainability awareness. Surveying 385 informed consumers, experienced in sustainability, structural equation modeling analysis was conducted. Results indicate interrelations between variables and highlight sustainability awareness as a mediator between environmental/social impact knowledge and sustainable behaviors. The findings underscore the necessity of awareness-raising initiatives to enhance understanding of the benefits of addressing environmental and social concerns. Ultimately, empirical evidence confirms that sustainability awareness drives sustainable consumption.

Shopping malls contribute significantly to the economic development of cities through multiple attraction factors, among which food services have been scarcely analyzed despite their progressive growth in modern retail formats. In this regard, a study was conducted to analyze the relationship between the perception of food services and the visit intention of customers attending shopping malls. A quantitative approach was adopted using a structured survey administered to over 500 individuals. The results reveal that the most important attributes are food quality, variety of options, staff service, and the physical environment. Additionally, a significant correlation was found with visit intention, highlighting the importance of variety in the gastronomic offer as a key aspect. These findings provide empirical evidence and expand the current knowledge on service marketing and consumer behavior in modern retail environments.

Los constantes problemas ambientales en Latinoamérica exigen comprender qué motiva a los consumidores a actuar de forma sostenible. Por tanto, el objetivo es analizar cómo la conciencia de las generaciones futuras puede promover los hábitos de consumo sostenibles e impulsar la compra de productos ecológicos en los consumidores de países en desarrollo: México, Colombia, Perú, Chile y Argentina; además, investigar el papel mediador de los hábitos de consumo sostenibles en la relación conciencia de las generaciones futuras y la compra de productos eco-amigables. Para tal fin, se llevó a cabo una encuesta a 1466 consumidores en los países mencionados. Los datos recopilados se analizaron utilizando el modelo de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM) para explorar las relaciones directas e indirectas entre la conciencia sobre las generaciones futuras, los hábitos de consumo responsable y la compra de productos amigables con el medioambiente. El modelo integrador reveló que la conciencia hacia las generaciones futuras impulsa los hábitos sostenibles, y estos, a su vez, explican una parte sustancial de la decisión de compra ecológica, confirmando la mediación propuesta. Además, el análisis multigrupo mostró matices nacionales, sin comprometer la validez global del modelo. Estos hallazgos sugieren que las campañas basadas en responsabilidad intergeneracional, combinadas con incentivos que faciliten la práctica diaria, pueden acelerar la adopción masiva de comportamientos de consumo sostenible en economías emergentes, pudiendo también ofrecer valiosas orientaciones para las políticas públicas, respaldando la regulación medioambiental, los incentivos fiscales y la educación como herramientas para promover el consumo sostenible dentro de los marcos institucionales y gubernamentales.

Over the years, numerous researchers have attempted to delve deeper into the concept of customer well-being. However, there has been a lack of bibliometric research that comprehensively orders and identifies this field of study. Therefore, the aim of this research is to critically analyse relevant studies that address the concept of customer well-being, in order to provide a comprehensive overview of the practices and approaches related to this concept, with the aim of improving the understanding of future research needs and themes through a systematic bibliometric analysis. To achieve this, a total of 410 articles published between 2000 and 2023 were collected and processed using VOSviewer software. The results reveal a significant increase in the number of publications and the existence of five clusters representing research streams, namely: transformative experience, customer satisfaction, subjective customer well-being, satisfaction psychology, and motivational well-being. The fragmentation of the literature is discussed based on variables specific to customer mental processes such as motivation, emotions and experience.

How to motivate sustainable fashion purchasing behavior is relevant to the success of sustainable ventures, products, and brands that requires further understanding. This study aimed to analyze the motivational factors that promote sustainable fashion purchasing behavior. To this end, a structural equation model was used to contrast the motivational factors of equity, functionality, localism, authenticity, and exclusivity, and their effects on sustainable fashion purchasing behavior based on a sample of 408 sustainable consumers. The results, after applying an exploratory and confirmatory methodology, suggest that exclusivity and equity are the key motivations to promote sustainable fashion purchasing behavior. The findings also indicate that functionality is a relevant factor, but does not necessarily favor sustainable fashion purchasing behavior.

In response to the demographic issue posed by rural depopulation, literature has emphasized the necessity of exploring how corporate social responsibility (CSR) improves employees' mental well‐being and strengthens the competitiveness and development of rural enterprises, thereby attracting and retaining residents in vulnerable areas. This study examines how CSR fosters social and psychological capital, leading to improved mental well‐being among employees. Data were collected through an online survey ( n = 277) targeting employees and residents of rural businesses in municipalities facing depopulation risk. The results show that CSR has a positive and significant influence on employees' social and psychological capital. Social and psychological capital positively and significantly impacts employees' mental well‐being. However, CSR significantly influences well‐being only when it is mediated by social and psychological capital. This study highlights the importance of CSR management in generating high levels of social and psychological capital. It also contributes to human resource management by identifying social and psychological capital as key mechanisms for achieving higher levels of employee mental well‐being and ensuring the positive impact of CSR. These insights provide valuable guidance for managers in implementing initiatives to improve business performance and address social challenges.

Objetivo: este estudio tiene como objetivo analizar las variables latentes de satisfacción, confianza y lealtad en el uso de aplicaciones móviles dentro del sector bancario, en el que se destacan los atributos específicos que impactan en la percepción de estos servicios. Metodología: se empleó un diseño descriptivo correlacional, que utiliza la técnica de análisis factorial. Los datos fueron recolectados a través de una encuesta online aplicada a 558 usuarios de aplicaciones móviles bancarias. Resultados: los hallazgos confirman la existencia de los tres factores estudiados (satisfacción, confianza y lealtad) en el uso de aplicaciones bancarias, en el que se identifican los atributos de rapidez y agilidad de las aplicaciones como los de mayor relevancia para los usuarios. Originalidad/valor: este estudio contribuye al entendimiento del comportamiento de los usuarios en el sector bancario, que aborda aspectos claves de la percepción del servicio en aplicaciones móviles, un tema de relevancia creciente y poco explorado en profundidad. Implicaciones prácticas: los resultados proporcionan pautas valiosas para la estrategia de fidelización y relacionamiento en el sector bancario, que orienta a las instituciones sobre los atributos de uso que deben priorizar para mejorar la experiencia del usuario.

The analysis of brand management through images on social networks has become increasingly important for companies, and this is why the purpose of this article is to analyse how visual content strategies and interactions with consumers on Instagram contribute to the construction of the organizational identity of Colombian swimwear brands through the analysis of netnography, in order to improve the understanding of key attributes of digital marketing management. As a first step in collecting the data, the netnography method was used and then the data was analysed through content analysis. In general, it was observed that organizational identity can be born and raised in two ways, a more tangible one that includes factors that describe what the organization expresses and represents; and another made up of the essence, soul, and heart of the brand, both with equal importance when building the organizational identity in social networks based on images. Human Communications are being shaped by new technologies, so this research for practice could be of great use since SNS today are gaining more and more strength as a marketing and advertising tool within organizations.

Purpose: The aim of this research is to assess the impact of the motivational dimensions of slow fashion (exclusivity, equity, authenticity, functionality and localism) on environmental and socially sustainable consumption. Design/methodology/approach: The necessary information to conduct the empirical analysis was obtained through an online survey administered to consumers of slow fashion. Data processing was carried out using the partial least squares structural equation modeling (PLS-SEM) technique. Findings: The obtained results demonstrate that exclusivity and equity significantly influence environmentally and socially sustainable consumption. However, the results indicate that authenticity and localism only have a significant influence on socially sustainable consumption and not on environmental consumption. Furthermore, the findings also reveal that functionality has a significant impact solely on environmentally sustainable consumption. Research limitations/implications: This study is based on self-reported data collected from buyers aged between 18 and 29, commonly known as Generation Z. Future research could enhance the generalizability of the findings by conducting comparative studies involving other age groups, both older and younger, who are interested in sustainable fashion. Although existing literature suggests that this generation shows a stronger preference for products and brands that promote environmentally and socially responsible practices, broadening the scope to include other demographics could provide a more comprehensive understanding of sustainable fashion consumption. Practical implications: The findings suggest the importance of developing value propositions that align slow fashion with motivational factors such as exclusivity and equity. Moreover, the practical nature of these motivational dimensions is evident in maximizing their effects on environmentally friendly behaviors, care behaviors and social responsibility. It is recommended to emphasize attributes of garment scarcity, durability, degree of personalization, provenance benefits and information on the company’s social responsibility to foster environmentally and socially sustainable behaviors. Originality/value: This research contributes to a better understanding of the motivational dimensions that influence sustainable consumption measures and provides valuable information for managers in the fashion industry by clarifying the attributes that act as triggers from the consumer’s perspective.