Marketing de origen y confianza del consumidor en la comercialización de agua natural en zonas rurales de Coclé, Panamá.

Natural water sourced from spring-fed outlets in rural territories represents a resource with the potential to generate economic value when its management is articulated through a marketing approach focused on origin, trust, and perceived quality. In Panama—particularly in the province of Coclé—the presence of these natural water sources contrasts with weakly structured commercialization practices, which restrict their positioning in local markets dominated by industrial brands. The objective of this study is to analyze the marketing and commercialization strategies associated with natural spring water in rural areas of Coclé, identifying the factors that influence consumer trust, willingness to pay, and purchase intention, as well as the opportunities for cooperative-based commercialization models oriented toward local development. The research adopts an applied mixed-methods approach. The quantitative phase involves structured surveys administered to consumers and local retailers, while the qualitative phase incorporates semi-structured interviews with producers and key stakeholders within the value chain. Data analysis integrates descriptive statistics and thematic analysis from a territorial marketing perspective. The findings indicate that rural origin, perceived purity, and trust in the water source exert a stronger influence on perceived value than price. The study concludes that origin-based and territorial marketing strategies constitute a viable pathway to strengthen the sustainable commercialization of natural water and to support inclusive local economic development in rural contexts.