Ir al menú de navegación principal Ir al contenido principal Ir al pie de página del sitio

Educación, gestion del conocimiento y creacion de valor

Vol. 14 (2020): Ecosistema de datos y la competitividad ISBN 978-607-96203-0-9

La relación entre el valor percibido y la lealtad en los consumidores de productos para el cuidado de la piel: producto verde vs convencional

junio 15, 2021


El objetivo principal de este trabajo es analizar las diferencias que existen en la relación entre el valor percibido y la lealtad de los consumidores de cosméticos para el cuidado de la piel respecto a su origen (verde vs convencional). Para lo anterior, se analizaron diversas teorías
explicativas de las variables de interés. En el trabajo de campo se obtuvieron 380 encuestas por perfil de estudio que se analizaron mediante técnicas estadísticas inferenciales por correlación de Pearson, regresión lineal múltiple y análisis de varianza ANOVA para analizar las diferencias que existen en los niveles de lealtad entre los perfiles de estudio. Se encuentra que, el valor percibido calidad afecta a la lealtad es ligeramente mayor en los consumidores convencionales, mientras que el valor percibido emocional es mucho mayor en los consumidores verdes.


  1. Anderson, E. W., & Fornell, C., (2000). Foundations of the American Customer Satisfaction Index. Total Quality Management. 11, 869-882.
  2. Barnes, J. & Howlett, D. (1998): Predictors of equity in relationships between financial service providers and retail customers, International Journal of Bank Marketing, 16(1), 15-23.
  3. Bocca, B., Pino, A., Alimonti, A. & Forte, G. (2014). Toxic metals contained in cosmetics: A status report. Regulatory toxicology and pharmacology. 68, 447-467.
  4. Bowen, T.J. & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management. 13(5), 213-217.
  5. Candan, B., Unal, S. & Ercis, A. (2013). Analysing the relationship between consumption values and Brand loyalty of young people: A study on personal care products. European Journal of Research on Education. 29-46.
  6. Charles, A.K. & Darbre, P.D. (2013). Combinations of parabens at concentrations measured in human breast tissue can increase proliferation of MCF-7 human breast cancer cells. Journal of Applied Toxicology. 33, 390-398.
  7. Chinomona, R. y Maziriri, E.F. (2017). The influence of Brand awareness, Brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research. 12(1), 143-154.
  8. Chung, K., Yu, J., Kim, W. y Shin, J. (2015). The effect of perceived value on customer loyalty in a low-priced cosmetic Brand of south Korea: The moderating effect of gender. Advance Science and Technology Letters. 114, 40-44.
  9. Concin, N., Hofstetter, G., Plattner, B., Tomovski, C., Fiselier, K., Gerritzen, K., Semsroth, S., Zeimet, A., G., Marth, C., Siegl, H., Rieger, K., Ulmer, H., Concin, H. y Grob, K. (2011). Evidence for cosmetics as a source of mineral oil contamination in women. Journal of Womens
  10. Health. 20(11), 1713-1719.
  11. Dick, A.S. y Basu, K. (1994). Customer Loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science. 22(2), 99-113.
  12. Flavián, C. y Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web syte. Industrial Management & Data Systems. 106(5), 601-620.
  13. Gai, Y., Pei, F., Cai, H., y Su, Y. (2016). Toothpaste Industry Customer Satisfaction Survey Based on the CCSI Model. Proceedings of the 22nd International Conference on Industrial Engineering and Engineering Management, 941–947.
  14. Ghazali, E., Soon, P.Ch., Mutum, D.S. y Nguyen, B. (2017). Health and cosmetics: investigating consumers ́ values for buying organic personal care products. Journal of Retailing and Consumer Services. 39, 154-163.
  15. Hiatt, R.A. y Brody, J.G. (2018). Environmental determinants of breast cancer. Annual Review of Public Health. 39, 113-139.
  16. Hernández, R.H., Fernández, C.C. y Baptista, P.L. (2010). Metodología de la investigación: McGraw Hill.
  17. Honda, M., Morgan, R. y Kannan, K. (2018). Parabens in human urine from several asian countries, Greece, and the United States. Chemosphere. 201(13).
  18. Huang, Ch. y Tai, A. (2003). A cross-cultural comparison of customer value percepctions for products: A consumer aspects in east Asia. Cross Cultural Management. 10(4), 43-60.
  19. Jones, A. y Düerbeck, K. (2004). Natural ingredients for cosmetics. CBI Market Information Database.
  20. Jones, A. y Dürbeck, K. (2008). The market for natural ingredients for cosmetics in the EU. CBI Market Information Database. 1-57.
  21. Kandampully, J., Zhang, T. y Bilgihan, A. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management. 27(3), 379–414.
  22. Kim, M.K., Park, M.C. y Jeong, D.H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty. Korean mobile telecommunication services. Telecommunications policy. 28(2), 145-159.
  23. Kitrungpaiboon, K. y Kim, S. (2017). Factoes affecting brand loyalty to cosmetic product: a case of study of Thai consumers in Bangkok. AU-GSB e-Journal. 9(2), 53-61.
  24. Lambin, J. J. (2002). Marketing estratégico: McGraw Hill.
  25. Nowak, K., Ratajczak-Wrona, W., Górska, M. y Jablonska, E. (2018). Parabens and their effects on the endocrine system. Molecular and Celular Endocrinology. 474, 238-251.
  26. Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holisticperspective. International Journal of Hospitality Management. 18(1), 67–82.
  27. Özgener, Ş. y İraz, R. (2006). Customer relationship management in small–médium enterprises:the caseof Turkish tourism industry. Journal of Tourism Management. 27(6), 1356–1363.
  28. Parasuraman, A. (1997). Reflections on Gaining Competitive Advantage Through Customer Value.Journal of the Academy of Marketing Science. 25(2), 154-161.
  29. Parasuraman, A. y Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: aresearch agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
  30. Pan, S., Yuan, C., Tagmount, A., Rudel, R.A., Ackerman, J.M., Yaswen, P., Vulpe, C.D. y Leitman,D.C. (2016). Parabens and human epidermal growth factor receptor ligand cross-talk in breast cancer cells. Environmental Health Perspective. 124(5), 563-569.
  31. Pereira, H.G., Salguerio, M.F., y Rita, P. (2016). Online purchase determinants of loyalty: Themediating effect of satisfaction in tourism. Journal of Retailing and Consumer Services. 30, 279-291.
  32. Rawlings, A.V. y Lombard, K.J. (2012). A review on the extensive skin benefits of mineral oil.International Journal of Cosmetic Science. 34, 511-518.
  33. Richins, M.L. (1994). Valuing things: The public and private meanings of possessions. Journal of Consumer Research. 21, 504-521.
  34. Richins, M.L. y Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research. 19(3), 303-16.
  35. Sheth, J.N., Newman, B. I. y Gross, B.L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research. 22, 159-170.
  36. Smith, J.B. y Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing Theory and Practice. 15(1), 7-23.
  37. Sweeney, J.C., Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203-220.
  38. Taghipour, A. y Loh, A. (2017). Influences on brand loyalty among Thai female cosmetic consumers. International Journal of Social Sciences. 3(2), 1947-1969.
  39. Trujillo, L.A. y Vera, M.J. (2011). El consumo verde en México: Conocimiento, actitud y comportamiento. Congreso Internacional de Contaduría, Administración e Informática. Universidad Autónoma de México.
  40. Too, L. H., Souchon, A. L. y Thirkell, P. C. (2001). Relationship marketing and customer loyalty in a retail setting: a dyadic exploration. Journal of Marketing Management. 17, 287–319.
  41. Wiedmann, K., Behrens, S., Klarmann, C. & Hennigs, N. (2013). Customer value perception: cross-generational preferences for wine. British Food Jorunal, 116(7), 1128-1142.
  42. Woodall, T. (2003). Conceptualization “Value for the consumer”: An attributional, structural and dispositional analysis. Academy of Marketing Science Review. 2003(12).
  43. Woodruff, R.B. y Gardial, S. (1996), Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction, Blackwell.
  44. Yin, Ch.Y. y Mansori, Sh. (2016). Factor that influences consumer ́s brand loyalty towards cosmetic products. Journal of Marketing Management and Consumer Behavior. 1(1), 12-29.

Artículos más leídos del mismo autor/a

> >>