Examinando por Autor "Llanos-Herrera, Gonzalo R."
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Ítem Collaborative consumption in an emerging market: what motivates consumers to adopt it under economic and political uncertainty?(MDPI, 2023-10-31) Llanos-Herrera, Gonzalo R.; Guiñez Cabrera, Nataly; Mansilla-Obando, Katherine; Gómez-Sotta, Esteban; Buchuk, Paulo; Altamirano, Matías; Alviz, MarceloThis study presents a consumption model tailored for emerging markets beyond BRICS, which considers the advantages of a sharing economy service and its impact on user behavioral intention. Moreover, it integrates moderating variables to enhance the understanding of consumer behavior toward adopting collaborative consumption services, making two significant contributions to the existing literature. By drawing data from 270 customers from Chile and utilizing variance-based structural equation modeling along with partial least squares techniques that use SmartPLS, the research findings highlight that convenience and enjoyment play the most pivotal roles in influencing consumer behavioral intention. Additionally, the study reveals that gender significantly moderates the relationship between convenience and purchase intention. Overall, this research sheds light on the potential of sharing economy services in emerging markets, providing valuable insights into consumer preferences and behavior, which can prove beneficial for businesses and policymakers alike.Ítem A Conceptual Review of the Literature on Brand Personality(Universidad de Chile; Facultad de Economía y Negocio, 2022-06) Llanos-Herrera, Gonzalo R.The purpose of this study is to contribute to the knowledge of the systematization of the concept of brand personality by exploring examples of its main research via a review of the literature. We conceptually analyze the brand personality construct and review the extant findings regarding it using the antecedents, consequences and moderators identified by Eisend & Stokburger-Sauer (2013) as our methodological framework.Throughout this work, we provide a series of proposals that pose questions that merit review and exploration. Additionally, we identify some antecedents that point to emerging areas of research, and we posit that these will receive important development in the near future.Recently, the concept of brand personality has become increasingly important via greater theoretical and practical development. This situation constitutes a natural response to the social and technological trends that are taking consumer relationships to a new level. Accordingly, our findings underscore the elements that comprise a favorable context for generating brand personality and highlight its consequences and its impacts.Ítem Eco-innovation in the food industry: exploring consumer motivations in an emerging market(MDPI, 2023-12-19) Mansilla-Obando, Katherine; Llanos-Herrera, Gonzalo R.; Gómez-Sotta, Esteban; Buchuk, Paulo; Ortiz, Francisco; Aguirre, Mario; Ahumada, FabianThe utilization of eco-innovative products has witnessed a surge in adoption, driven by their inherent capacity to address pressing environmental concerns. To comprehensively fathom the underlying motivations propelling consumers to embrace these products, we conducted an in-depth investigation employing “The Not Company” (Chile) as a compelling case study. We conducted qualitative interviews with a cohort of 20 Chilean consumers, guided by the Theory of Planned Behavior theoretical framework. The research methodology harnessed the principles of thematic analysis, yielding insights that underscore the significance of key determinants in shaping consumers’ choices towards eco-innovative products. Specifically, our findings highlighted that consumer choices in this domain are profoundly influenced by their attitudes, subjective norms, and perceived behav- ioral control. Moreover, within these overarching categories, we unearthed sub-themes illuminating the intricate influences guiding consumer choices. These sub-themes encompassed beliefs about food manufacturing and packaging, the persuasive impact of social media and advertising, and the indelible impressions left by prior encounters with eco-innovative products. This study highlights consumers’ fundamental role in the broader eco-innovation landscape, particularly within the food industry context.Ítem Environmental and health factors as organic fruit purchase drivers and the mediating role of price and effort(MDPI, 2022-10) Llanos-Herrera, Gonzalo R.; Vega-Muñoz, Alejandro; Salazar-Sepúlveda, Guido; Contreras-Barraza, Nicolás; Gil-Marín, MiseldraThis article analyzes the organic fruit consumption behavior associated with environmental and health care. The literature review focused on the relationship between attitudes and perceptions of health care through the organic food consumption, and on the other hand, the association between the organic products consumer behavior and environmental care. The methodology included a theoretical relationship model proposed, considering different constructs provided by previous literature to measure motivations, fears and attitudes associated with the intention to purchase organic fruit, once the methods that confirm their validity and reliability were applied to evaluate seven direct relationship hypotheses, three indirect relationship hypotheses and two moderation hypotheses. As result, nine hypotheses are supported, being health and environmental motivations drivers of the attitude towards organic fruit and the intention to purchase organic fruit, intention that is reinforced by the positive attitude towards these foods but is moderated by the perceived price and the purchase effort.Ítem The Mexican ecological conscience: a predictive model(MDPI, 2022-06) Müller-Pérez, Jessica; Acevedo-Duque, Ángel; Llanos-Herrera, Gonzalo R.; García-Salirrosas, Elizabeth Emperatriz; Ovalles-Toledo, Luiz Vicente; Sandoval Barraza, Lidyeth Azucena; Álvarez-Becerra, RinaRecently, the number of Mexicans who buy sustainable products has been increasing, which has led to sustainable trade. Therefore, the objective of this study is to determine which variables have a greater effect on Mexicans’ intention to buy green products, their ecological awareness, or moral obligation, and, in turn, to determine the degree to which moral obligation is affected by ecological awareness. A sample of 690 Mexicans was obtained, and a PLS–SEM model was applied for data analysis. The results confirmed that both a moral obligation and ecological awareness explain the intention to purchase green products, with ecological awareness contributing the most to the intention. Furthermore, the findings showed that moral obligation is affected by ecological awareness. The originality of the article is that it contributes to the consumer behavior literature by providing an insight for companies that manufacture sustainable products to understand and promote environmentally conscious consumer behavior. However, there are some limitations that can be addressed in future research.Ítem New year’s eve show: an opportunity to further develop sustainable local tourism in Chile(MDPI, 2022-03) Acevedo-Duque, Ángel; Prado-Sabido, Tohtli; Gomes Ramires, Tatiana; Ovalles-Toledo, Luiz Vicente; Sandoval Barraza, Lidyeth Azucena; Álvarez-Becerra, Rina; Llanos-Herrera, Gonzalo R.Although the pandemic is still with us and COVID-19 continues to saturate the news, everyone has abundant reasons to travel, whether it be physical and mental exhaustion from prolonged shutdowns, vaccine tourism, family reunions, long-awaited vacations, summer in the southern hemisphere, school break or year-end holidays. The main purpose of this research was to examine and understand the main motivations that lead consumers to attend national events as part of their local tourism activities. Through interviews, we have therefore collected the complementary experiences of specialists who work day-in-day-out to encourage local, quality and sustainable tourism. Using a naturalistic qualitative methodology, our hermeneutic analysis is structured in five phases and based on data—of a social nature—from public and private institutions which believe in endurable tourism. In order to validate these results and for them to be considered by other institutions and other countries when modifying and proposing activities to maintain sustainable tourism, the interviewees had to be representatives of public and private institutions and national tourists who have worked and attended the celebrations of the end of the year 2021 in this region of Chile. Our main conclusions from the analyzed units show that these types of local events enhance local tourism and lead to sustainable political, economic, social, and ecological activities.Ítem Scientometric analysis of hiking tourism and its relevance for wellbeing and knowledge management(MDPI, 2022-07) Acevedo-Duque, Ángel; Llanos-Herrera, Gonzalo R.; García-Salirrosas, Elizabeth Emperatriz; Simón-Isidoro, Selene; Álvarez-Herranz, Agustín Pablo; Álvarez-Becerra, Rina; Sánchez Díaz, Lisette C.Hiking is a sports activity that takes place in the natural environment. From the point of view of well-being, it is an aerobic activity that prevents and improves cardiovascular diseases. According to data provided by the United Nations, within the framework of the International Year of Mountains, mountain tourism represents around 15% to 20% of total world tourism revenue. This approach aims to critically analyze the scientific production on trail tourism (HT) with contributions from authors from around the world from 1991 to 2022, in order to respond to the connection between this research, knowledge management and the sustainable development of the industry. Key knowledge contributions are examined using a scientometric approach as a method (spatial, production, impact, and relational) based on registry data stored in the Web of Science (JCR and ESCI). Regarding the results, there has been an increase in scientific production in the last decade, which is manifested in the quality of the publications.