Abstract
This study aims to investigate the factors contributing to brand loyalty towards organic products in Ecuador, where limited research has been conducted on this topic. Survey data were collected from a convenience sample of students at the Technical University of Machala. A structural equation model based on a partial least square approach was used to analyse the data. The study seeks to identify the underlying motivations behind consumer behaviour towards perceived green value and brand loyalty.The results indicate as environmental awareness is significant only when it includes a commitment to solve environmental problems while it is no significant when relates to the willingness that government act to solve those problems. Moreover, results underline how environmental concern is a significant antecedent of brand trust only when the effect is mediate by green value. Finally, results.emphasise that environmental concern is a key antecedent of brand loyalty: a conclusion that companies should regard as a guideline for their communication process with customers. The research findings contribute to the literature on consumer behaviour towards organic products in emerging economies and provide valuable insights for developing and marketing organic products in Ecuador and beyond.
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