Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos
DOI:
https://doi.org/10.1016/j.estger.2015.10.001Keywords:
Responsabilidad social empresarial, Consumo responsable, Modelo composicional multiatributo, Disposición a pagar, Habilidades empresarialesAbstract
Las investigaciones publicadas no son concluyentes sobre la influencia de la responsabilidad social empre- sarial (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 diseño 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.
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