La influencia de los valores saludables y medioambientales sobre la satisfacción del restaurador en los restaurantes ecológicos: un análisis descriptivo en España

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Publicado 16-12-2019
Luis Manuel Cerdá Suárez Rafael Robina Ramírez Pedro Ramiro Palos Sánchez

Resumen

Como consecuencia de la creciente importancia de los alimentos ecológicos en varios países, existen estudios teóricos y empíricos centrados en analizar si son los valores saludables, o más bien las actitudes ambientales en restaurantes ecológicos, los factores más influyentes en su satisfacción del restaurador. Sin embargo, es muy importante diferenciar el impacto de estos factores, para mejorar la satisfacción de estos en la promoción de sus restaurantes.La mayor parte de los estudios sobre restaurantes ecológicos están referidos desde la perspectiva de los consumidores. Con un enfoque diferente, este trabajo se relaciona con la promoción y diferenciación y, en particular, la satisfacción de sus restauradores o gerentes. En el marco de un proyecto de investigación realizado en España, en este trabajo investigamos cómo las actitudes de los gerentes de restaurantes influyen en las decisiones de promover los alimentos ecológicos. A partir de una amplia representación espacial de naturaleza transversal, y con un cuestionario como instrumento de obtención de información, en este artículo se ilustra cómo gestionar la promoción de los restaurantes ecológicos en España, y se discuten las implicaciones de estos hallazgos. La principal contribución de este trabajo consiste en facilitar la promoción del consumo en los restaurantes ecológicos, resaltando los atributos en que fundamentar su propuesta de valor.

Cómo citar

Cerdá Suárez, L. M., Robina Ramírez, R., & Palos Sánchez, P. R. (2019). La influencia de los valores saludables y medioambientales sobre la satisfacción del restaurador en los restaurantes ecológicos: un análisis descriptivo en España. Cuadernos De Gestión, 18(2), 15–36. https://doi.org/10.5295/cdg.160718lc
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Keywords

Valor saludable, alimentación ecológica, gestión del restaurante, restaurador, diferenciación, mercado español

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