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Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos

Author

Listed:
  • Ezequiel Reficco
  • Percy Marquina Feldman

Abstract

Las investigaciones publicadas no son concluyentes sobre la influencia de la responsabilidad social empresarial (RSE) sobre el comportamiento de los consumidores. Esta investigación examina la relación entre la RSE y habilidades empresariales (HE) para los consumidores de Bogotá. Asimismo, se estimó su disposición a pagar generada por la presencia de cada una de estas variables en la gestión de la empresa responsable del producto. Se llevó a cabo un diseno experimental por medio de un modelo de elección discreta, para poner a prueba la relación entre la RSE y las HE en la intención de compra de los consumidores, y establecer su disposición a pagar (DAP) por la presencia de determinados atributos sociales. A partir de lo anterior se encontró que algunas iniciativas de RSE, junto con algunas HE, tuvieron un impacto significativo sobre las decisiones de consumo socialmente responsable y la DAP de los consumidores.

Suggested Citation

  • Ezequiel Reficco & Percy Marquina Feldman, 2015. "Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos," Estudios Gerenciales, Universidad Icesi, vol. 31(137), pages 373-382, November.
    • Handle: RePEc:col:000129:014346
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    Cited by:

    1. Alejandro García-Pozo & José Mondéjar-Jiménez & José Luis Sánchez-Ollero, 2019. "Internet’s User Perception of Corporate Social Responsibility in Hotel Services," Sustainability, MDPI, vol. 11(10), pages 1-14, May.
    2. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.

    More about this item

    Keywords

    Responsabilidad social empresarial; Consumo responsable; Modelo composicional multiatributo; Disposición a pagar; Habilidades empresariales;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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