The purpose of this study is to check the intellectual capital's role in shaping green process innovation. This article contends the company's capacity to create, possess, incorporate, and implement environmentally friendly intellectual assets in its activities will result in a higher degree of performance in terms of innovative green processes. This performance serves as an indicator of the company's enduring dedication to an environmentally conscious strategy. The industries chosen for this studycomprised textile, chemical, pharmaceutical, and steel based in Mexico. The random sampling technique was used to gather data. Upon analyzing the gathered data, we used only 253 questionnaires for analysis, representing a response rate of 42.7%. Findings indicate green strategic intent significantly influences three components of intellectual capital: human, relational, and organizational capit...

The intention to buy online is an essential factor for the success of organizations of any size and sector. Getting consumers to have a high level of purchase intention predicts actual purchasing behavior of the products or services offered. This factor is associated with various variables of consumer purchasing behavior. Trust is presented as a variable that can drive this purchase intention. Therefore, the present study aimed to determine the impact of trust in e-commerce on the purchase intention of consumers in MSME stores in Chiapas-Mexico. The PERVAINCONSA questionnaire was applied to evaluate the variables trust and purchase intention, to 330 consumers who made purchases in online stores of an MSME in Chiapas. Through a linear regression analysis, it was found that trust is a predictor variable of the purchase intention in the electronic commerce of the MSMEs (R= .750; R2 =56%), f...

Since the emergence of COVID-19, the interruption of non-core activities negatively affected the entire world economy so that companies in emerging countries had to adapt to the “new reality” by seeking new business alternatives. The objective of this study is to determine the intention of Tamaulipas MSMEs to adopt inbound marketing tools based on the Technology Acceptance Model (TAM), considering the variables of attitudes, trust, and perceived technological risk. The proposed model was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. A sample of 310 companies from the state of Tamaulipas was obtained. The results showed that perceived usefulness, trust, attitude, and word of mouth (WOM), were the variables that most influence the intention to adopt inbound marketing tools and, on the contrary, perceived ease and perceived risk were not signifi...

The COVID 19 pandemic brought significant changes in consumption habits, bringing about an era of more sustainable and healthier consumption. The objective of the present study is to measure brand loyalty to healthy foods in Peru, not only in a pandemic context, but also in a natural context based on the dimensions of the PERVAL value scale. Data were collected through an online survey and processed using partial least squares structural equation modeling (PLS-SEM). The results of the model among 396 consumers revealed that qualitative value and emotional value have the highest contribution to brand loyalty, followed by economic value and social value. These findings suggest that product quality should be taken as a priority and, although social value does not contribute much to health food brand loyalty, it is a trend sought after by consumers.

Understanding consumer behavior toward healthy food consumption is essential for promoting sustainable and health-conscious dietary choices. Previous studies based on the Theory of Planned behavior (TPB) have highlighted the role of attitude, subjective norms, and perceived behavioral control in shaping purchase intentions. However, the extent to which additional factors, such as price sensitivity, willingness to pay, and health consciousness, influence these decisions remains unclear, particularly in emerging markets. Therefore, this study aims to develop a predictive model to assess the intention to consume healthier products. It is based on the variables of attitude and perceived purchasing control from the Theory of Planned behavior while also incorporating key factors related to sustainability, health, and nutrition. This research addresses the growing need to understand consumer be...

This paper aims to build a predictive model that assesses how a healthy lifestyle affects different dimensions of perceived value (quality, social value, emotional value, and economic value) and how these dimensions impact the willingness to purchase healthy brands. A quantitative, non-experimental, and cross-sectional study was conducted with a sample of 515 participants. A self-administered questionnaire was used, and the data were analyzed using the PLS-SEM method. The findings indicate that a healthy lifestyle positively influences the perception of quality and the social, emotional, and economic value of healthy brands. However, only perceived quality, social value, and emotional value significantly impacted the willingness to purchase, while economic value did not show a relevant effect. It is concluded that a healthy lifestyle is a determining factor in the perception of the value...