Servitization as catalyst in linking responsible consumption to local brand preference and firm performance

The project titled "Servitization as a Catalyst in the Connection Between Responsible Consumption, Local Brand Preference, and Business Performance (SECORMALOR)" aims to explore how the integration of services into traditional products (servitization) acts as a catalyst for promoting sustainable consumption practices and strengthening the preference for local brands, with a positive impact on business performance. Main objectives: 1. Investigate how servitization experienced by consumers mediates the relationship between responsibility for sustainable consumption and preference for local brands, considering regional and gender differences. 2. Evaluate the direct impact of servitization on business performance in sectors characterized by dynamic transactions and high customer loyalty, such as fashion and technology. Methodology: The project will combine quantitative methodologies, considering two data sources: one secondary, the Business Strategy Surveys; and one primary. Regarding the latter, a survey will be conducted with a representative sample of the Spanish population to measure key constructs such as responsibility for sustainable consumption, servitization experience, and preference for local brands. Regarding analyses, the following is planned: Implement PLS-SEM models and multigroup analysis to identify mediating and moderating effects in the relationship between responsibility for sustainable consumption, servitization, and local brand preference. Panel data analysis using data from the Business Strategy Survey (ESEE) to examine the relationship between servitization and business performance metrics. Expected contribution: Theoretical advancement: By exploring the role of servitization as a link between sustainable consumption and local brands, and its impact on business outcomes, we aim to expand the theoretical frameworks used as references to support the proposed hypotheses and offer innovative perspectives that could inspire future studies focused on application and policy development, thus advancing understanding in this field while maintaining flexibility for long -term diverse applications. Practical impact: Provide strategies for local brands looking to differentiate through sustainable services and adapt to socially responsible consumers. Social relevance: Encourage support for local brands and strengthen regional economies while promoting responsible consumption. The project also addresses regional inequalities and gender perspectives, integrating these dimensions into recommendations for public policies and business strategies.