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Clean and sustainable energy becomes an alternative to differentiate electricity suppliers, but it is necessary to have a better understanding of their behaviour to achieve green customer loyalty. This paper aims to deploy a behavioural model that helps explain loyalty of customers towards green electricity providers by including a series of antecedents such as trust, satisfaction, perceived environmental impact, propensity to trust and perceived risk.

The paper deploys a behavioural model that it is tested through structural equation modelling to a sample of 231 German electricity consumers with green contracts. The data analysis included two steps: first, the development and validation of the scales used to measure the constructs proposed in the model, and second, the model test.

Results demonstrate that trust and satisfaction directly influence loyalty, while satisfaction and the other variables included in the model have an indirect relationship with loyalty mediated by trust and satisfaction. As green characteristics of electricity are difficult to evaluate, managers should demonstrate in their communication the environmental effects of their activities while emphasising their capacity to attend to supply requirements for building long-term customer relationships.

The paper is focused on the understanding of those consumers who have signed a green electricity contract and the antecedents associated to their loyalty. The behavioural model helps identify how managers should apply marketing strategies to foster green consumers loyalty.

The study aims to understand how dynamic capabilities (DCs) contribute to business model innovation (BMI) in sustainable family farming. The agrifood sector has been seeking solutions for the development of agroecological markets. Thus, the authors have analyzed the challenges imposed to innovation and sustainability strategic management and the value proposition to sustain the business over the years.

Considering the complexity of organizations and through an exploratory multiple case study of initiatives identified in the Organic Fair of Curitiba’s Passeio Público, it was possible to analyze the evolution of the business models (BMs) and the fair itself. Furthermore, it was possible to identify the DCs within the influence of agroecosystem elements on the innovation development.

Analyzing each case individually, the authors understood the different dimensions of the evolution of BMs considering the organizational complexity. The authors conclude that the balance between organizational practices and changes in the environment, engagement and learning plays a significant role in the developing competitive advantage. The same applies to the patterns that precede the development of DCs and BMs.

The article investigates innovation in agroecological BMs from a dynamic capability perspective. The agroecological BM is a subject that is still little discussed in the literature. In addition, the authors chose a context that includes socioenvironmental aspects and a few specificities of family farming in Brazil.