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Logistics sustainability constitutes a relevant element in brand perception, especially among young consumers, concerned about the environmental and social effects of business activities. The objective of this research was to analyze the perception of young consumers about the relationship between logistics sustainability practices and brand image from a marketing perspective. The research was developed under a quantitative approach, with a descriptive scope and non-experimental design. We worked with a population of 84 students of the Bachelor of Engineering in Operations and Business Logistics of the Regional University Center of Coclé of the University of Panama. Data collection was carried out using a structured questionnaire. The results show that 57.1% of respondents know and understand the concept of logistics sustainability, while 41.7% have heard about the topic, although they do not fully understand it. Likewise, 84.5% consider that sustainable logistics practices have a high or very high perceived influence on brand image. In addition, 54.8% stated that they had changed their brand preference due to unsustainable logistics practices, such as the excessive use of plastic or polluting means of transportation. It was also identified that, although companies implement sustainable actions, their communication is still limited or unclear for an important part of consumers.
