Organisational ethics and stakeholder loyalty: the role of trust, experience, and engagement in the Colombian food industry

Purpose Organisational ethics has become increasingly important in shaping stakeholder relationships, particularly in markets where consumers expect firms to demonstrate transparency and social responsibility. While prior research has examined ethical perceptions in branding contexts, less attention has been given to how individual characteristics shape these relationships. This study aims to examine how perceived organisational ethics influences engagement and loyalty in the food industry, using Alpina® as the empirical context, while exploring whether these relationships vary across educational levels. Design/methodology/approach A cross-sectional survey was conducted with Colombian consumers of Alpina products. From 472 questionnaires collected, 281 valid responses were retained after screening procedures. The proposed model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). Bootstrapping and multigroup analysis (MGA) were used to examine differences across educational groups (secondary, university and postgraduate). Measurement reliability and validity were assessed through confirmatory factor analysis. Findings Perceived organisational ethics significantly influences brand engagement and perceived value, which in turn predict loyalty. Customer experience and trust also shape how consumers interpret the organisation’s positioning. MGA reveals significant differences across educational segments, suggesting that educational background influences the cognitive mechanisms through which relational drivers translate into loyalty. Originality/value By introducing educational background as a source of heterogeneity, this study extends research on ethics-driven relationship building and highlights how individual characteristics shape stakeholder responses to organisational signals in emerging markets.