La influencia de la responsabilidad social empresarial (RSE) en el comportamiento de compra de los consumidores de detergentes en Tarapoto
Date
2019-05-09
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Journal ISSN
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Publisher
Pontificia Universidad Católica del Perú
Abstract
La Responsabilidad Social Empresarial (RSE) se está convirtiendo en un valor
de interés para el consumidor a nivel mundial, debido a que las empresas cada día
están más involucradas, situación palpable en los países desarrollados, ya que se está
generando una mayor conciencia con respecto al cuidado y protección del
medioambiente, la igualdad social y sobre todo la responsabilidad con la sociedad a
largo plazo. Sin embargo, en el Perú, la RSE se encuentra recién en un proceso de
inicialización, y no tiene amplios estudios de investigación con respecto al impacto de
la responsabilidad social en el consumidor. Esta investigación tiene la finalidad de
determinar la influencia que la RSE tiene en el comportamiento de compra de los
consumidores de detergentes, específicamente en Tarapoto. Se desarrolló un
experimento bajo la metodología de los Modelos de Elección Discreta (MED) con el
objetivo de poder cuantificar la intención de compra y la Disposición a Pagar (DAP)
por las acciones de responsabilidad social desarrolladas por las empresas. El estudio
se realizó a través de una muestra aleatoria estratificada de 132 consumidores de
Tarapoto, entre las edades de 18 años a más y de ambos sexos. La investigación
brinda evidencia empírica de la relación positiva existente entre la RSE y el
comportamiento de compra de la muestra. Los resultados demuestran que el efecto en
el Consumo Socialmente Responsable (CnSR) de la RSE y las Competencias
Corporativas (CC) están relacionados de una manera significativa y positiva. Esta tesis es una ampliación del alcance de la investigación doctoral del
profesor Percy Samoel Marquina Feldman (2009), “La Influencia de la
Responsabilidad Social Empresarial en el Comportamiento de Compra de los
Consumidores Peruanos” y busca validar si la relación identificada originalmente por
el profesor Marquina también se presenta en la categoría de detergentes, tal como el
autor lo sugiere en sus recomendaciones finales. Con su autorización, se han utilizado
partes de su tesis, particularmente las que se refieren a la revisión de la literatura y el
método.
Corporate Social Responsibility (CSR) is turning into a value of interest for consumers worldwide. Companies, especially in developed countries, are more involved every day in this area due to the increased awareness on the importance of the environment protection, the social equality, and the social responsibility with a long-term perspective. However, CSR in Peru is in the early stages of implementation and there are not extensive research regarding the impact of social responsibility on the consumer. This study is a postgraduate research that is aimed to assess the influence that CSR has over the consumer buying behavior of detergents in Tarapoto city. In this respect, an experiment based on the Discrete Choice Model (DCM) was undertaken in order to quantify the purchase intention and the Willingness to Pay (WTP) for the social responsibility actions carried out by the companies. The experiment was conducted by using a stratified random sample of 132 male and female consumers living in Tarapoto, from 18 year old onwards. It provides empirical evidence of a positive relationship between CSR and the buying behavior of individuals from the sample. In addition, the results indicate that CSR and the Corporate Competencies have a positive, effective influence on the Socially Responsible Consumption. This study is an extension of Professor Percy Samoel Marquina Feldman’s doctoral research (2009): “The influence of CSR on the buying behavior of Peruvian consumers.” The purpose of the current study is to validate whether the relationship originally identified by Professor Marquina is also found in the consumers of detergents, as suggested by the author in his final recommendations. Parts of Professor Marquina’s research have been used in this paper under his authorization, particularly with reference to literature and method.
Corporate Social Responsibility (CSR) is turning into a value of interest for consumers worldwide. Companies, especially in developed countries, are more involved every day in this area due to the increased awareness on the importance of the environment protection, the social equality, and the social responsibility with a long-term perspective. However, CSR in Peru is in the early stages of implementation and there are not extensive research regarding the impact of social responsibility on the consumer. This study is a postgraduate research that is aimed to assess the influence that CSR has over the consumer buying behavior of detergents in Tarapoto city. In this respect, an experiment based on the Discrete Choice Model (DCM) was undertaken in order to quantify the purchase intention and the Willingness to Pay (WTP) for the social responsibility actions carried out by the companies. The experiment was conducted by using a stratified random sample of 132 male and female consumers living in Tarapoto, from 18 year old onwards. It provides empirical evidence of a positive relationship between CSR and the buying behavior of individuals from the sample. In addition, the results indicate that CSR and the Corporate Competencies have a positive, effective influence on the Socially Responsible Consumption. This study is an extension of Professor Percy Samoel Marquina Feldman’s doctoral research (2009): “The influence of CSR on the buying behavior of Peruvian consumers.” The purpose of the current study is to validate whether the relationship originally identified by Professor Marquina is also found in the consumers of detergents, as suggested by the author in his final recommendations. Parts of Professor Marquina’s research have been used in this paper under his authorization, particularly with reference to literature and method.
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Keywords
Responsabilidad social de las empresas--Perú--Tarapoto (San Martin : Provincia), Comportamiento del consumidor--Perú--Tarapoto (San Martin : Provincia), Investigación cuantitativa
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