In the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (BPQ) and brand satisfaction (BS) influence brand trust (BT) and brand loyalty (BL) in this relationship. The methodology includes a quantitative approach, using non-probability convenience sampling. Using an online survey, data were collected from 637 consumers. Analyses were performed using structural equation modeling (SEM-PLS). The results show no significant correlation between BI and PI, but BI significantly impacts BPQ, BS, BT, and BL. Furthermore, BPQ positively influences BS, BT, and BL, but it does not have a direct influence on PI. The findings suggest that a positive brand image satisfies consumers and generates long-term trust and loyalty. However, perceived quality does not always translate into purchase intention due to various barriers. Practical implications highlight the importance of building a strong and positive brand image to encourage demand for healthy products.

Oenocarpus bataua Mart. (Arecaceae) (known as “majo” in Bolivia) is an Amazonian palm fruit with considerable potential for the development of functional foods; however, its rapid postharvest deterioration limits its utilization. This study evaluated the effects of preservation methods and frozen storage on the physicochemical properties of two morphotypes of its fruits (dark-purple and pale-colored). Proximate analysis of pulp and peel fractions revealed a lipid-rich composition, with crude lipid contents close to 49% (dry basis), moderate protein levels (7.1–9.7%), and crude fiber contents around 15%. Dietary fiber characterization showed exceptionally high total dietary fiber (61.6%), predominantly insoluble dietary fiber (56.3%) under short-term frozen storage. Fresh pulp exhibited high antioxidant capacity, as determined by the DPPH assay (2003–2070 µmol TE/g dry matter), while freeze-drying preserved significantly higher antioxidant activity than hot-air drying. Functional properties were strongly affected by storage duration, with water-holding capacity decreasing from (4.43–3.17) g H₂O/g dry matter and swelling capacity from 13.95 to 9.62 mL H₂O/g dry matter after prolonged freezing. FTIR spectroscopy confirmed the presence of characteristic polysaccharide and lignocellulosic structures and indicated structural disruption of the insoluble fiber matrix during long-term storage. These findings support the use of Bolivian majo as a promising source of functional ingredients and provide a basis for developing value-added Amazonian food products and optimizing preservation strategies.