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El impacto de las campanas de responsabilidad social en las decisiones de compra del consumidor(The impact of social responsibility campaigns on consumer purchase decisions)

Author

Listed:
  • Alicia de la Pena de Leon

    (Universidad Autonoma de Coahuila)

  • Bernardo Amezcua Nunez

    (Universidad Autonoma de Coahuila)

  • Juana Maria Saucedo Soto

    (Universidad Autonoma de Coahuila)

Abstract

Cada vez mais consumidores sao informados antes de escolher um produto no mercado; Por isso, as empresas assumiram a tarefa de apresentar informacoes relevantes nao apenas em campanhas publicitarias, mas tambem nas embalagens, embalagens e/ou rotulos de seus produtos. Esta pesquisa de tipo misto visa analisar as atitudes do consumidor mexicano em relacao as campanhas de responsabilidade social (RS) implementadas pelas empresas e o nivel de conhecimento que eles tem de rotulos considerados socialmente responsaveis (por exemplo, comercio justo, livre de crueldade animal, etc.). Nossos achados indicam que, gracas as redes sociais, os jovens sao os que mais conhecem as campanhas de RS; Da mesma forma, o rotulo mais conhecido e aquele que identifica os produtos como livres de crueldade animal. Este estudo reforca a importancia de projetar campanhas de comunicacao de marketing atrativas e claras, a fim de alcancar um maior alcance do publico-alvo. bem como a importancia de educar o consumidor para que ele saiba analisar as informacoes contidas nos rotulos dos produtos.

Suggested Citation

  • Alicia de la Pena de Leon & Bernardo Amezcua Nunez & Juana Maria Saucedo Soto, 2021. "El impacto de las campanas de responsabilidad social en las decisiones de compra del consumidor(The impact of social responsibility campaigns on consumer purchase decisions)," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 6(1), pages 32-40, December.
    • Handle: RePEc:rge:journl:v:6:y:2021:i:1:p:32-40
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    More about this item

    Keywords

    Buycotters; responsible consumption; social labelling; social responsibility campaigns; Buycotters; campanas de responsabilidad social; consumo responsable; etiquetas sociales; Buycotters; campanhas de responsabilidade social; consumo responsavel; rotulos sociais;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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