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.2015.10.001Palavras-chave:
Responsabilidad social empresarial, Consumo responsable, Modelo composicional multiatributo, Disposición a pagar, Habilidades empresarialesResumo
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.
Downloads
Referências
Adamowicz, W., Louviere, J. y Swait, J. (1998). Introduction to Attribute-Based Stated Choice Methods, final report. National Oceanic and Atmospheric Administration. [consultado 30 Oct 2014]. Disponible en: http://www.nero.noaa.gov/hcd/statedchoicemethods.pdf.
Arredondo, F., Maldonado, V. y de la Garza, J. (2010). Consumers and their buying decision making based on price and information about corporate social responsibility (CSR). Case study: Undergraduate students from a private university in Mexico. Estudios Gerenciales, 26(117), 103–117.
Arredondo, F., Maldonado, V. y de la Garza, J. (2011). El consumidor ante la responsabilidad social corporativa. Actitudes según edad y género. Cuadernos de Administración, 24(43), 285–305.
Asociación Nacional de Empresarios de Colombia [ANDI] (2009). Encuesta sobre Responsabilidad Social Empresarial RSE –2009-10. Colombia mantiene su inversión en Responsabilidad Social Empresarial [consultado 30 Oct 2014]. Disponible en: http://www.andi.com.co/pages/noticias/noticiadetalle.aspx?IdNews=101.
Auger, P., Devinney, T. y Louviere, J. (2010). Global segments of socially conscious consumers: Do they exist? En N. Craig, C. B. Bhattacharya, D. Vogel, y D. I. Levine (Eds.), Global Challenges in Responsible Business (pp. 135–160). New York: Cambridge University Press.
Banco Interamericano de Desarrollo (BID) y Fondo Multilateral de Inversiones (FOMIN). (2009). Guía de aprendizaje sobre la implementación de responsabilidad social empresarial en pequeñas y medianas empresas. Washington, DC: Banco Interamericano de Desarrollo.
Barone, M., Miyazaki, A. y Taylor, K. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of Academy of Marketing Science, 28(2), 248–262.
Becchetti, L. y Rosati, F. (2007). Global social preferences and the demand for socially responsible products: Empirical evidence from a pilot study on fair trade consumers. World Economy, 30(5), 807–836.
Berens G. (2004). Corporate Branding: The development of corporate associations and their influence on stakeholder reaction. Doctoral dissertation, Erasmus University Rotterdam [consultado 30 Oct 2014]. Disponible en: http://repub.eur.nl/res/pub/1273/EPS2004039ORG9058920658BERENS.pdf.
Berens, G., van Riel, C. y Bruggen, G. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35–48.
Belk, R., Devinney, T. y Louviere, J. (2005). Consumer ethics across cultures. Consumption. Markets and Culture, 8(3), 275–289.
Bhattacharya, C. y Sen, S. (2004). Doing better at doing good: When, why and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9–24.
Brown, T. y Dacin, P. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.
Cancino, C. y Morales, M. (2008). Responsabilidad social empresarial. Santiago de Chile: Universidad de Chile.
Carrigan, M., Szmigin, I. y Wright, J. (2004). Shopping for a better world? An interpretative study of the potential for ethical consumption within the older market. Journal of Consumer Marketing, 21(6), 401–417.
Carvalho, W., Sen, S., Oliveira, M. y Lima, R. C. (2010). Consumer reactions to CSR: A Brazilian perspective. Journal of Business Ethics, 91(S2), 291–310.
Centro Colombiano de Responsabilidad Empresarial (2009). Encuesta Nacional de Gobierno Corporativo y RSE. Bogotá.
Creswell, J. W. y Plano Clark, V. L. (2011). Designing and Conducting Mixed Methods Research. Thousand Oaks, CA: Sage Publications.
Devinney, T., Auger, P., Eckhardt, G. y Birtchnell, T. (2006). The other CSR. Stanford Social Innovation Review, 4(3), 30–37.
Departamento Administrativo Nacional de Estadística (DANE) (2014). Colombia – Encuesta Nacional de Calidad de Vida [ENCV] 2010 [consultado 30 Oct 2014]. Disponible en: http://formularios.dane.gov.co/Anda_4_1/index.php/catalog/201/export.
Fombrun, C., Gardberg, N. y Sever, J. (2000). The reputation quotient: A multistakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255.
GlobeScan (2012). Re:Thinking Consumption. Consumers and the Future of Sustainability [consultado 30 Oct 2014]. Disponible en: http://www.globescan.com/component/edocman/?view=documentid=46Itemid=591.
Greene, J. C., Caracelli, V. J. y Graham, W. F. (1989). Toward a conceptual framework for mixed-method evaluation designs. Educational Evaluation and Policy Analysis, 11(3), 255–274.
Gupta, S. (2002). Strategic Dimensions of Corporate Image: Corporate Ability and Corporate Social Responsibility as Sources of Competitive Advantage Via Differentiation[tesis doctoral]. Philadelphia, PA: Temple University. Disponible en la base de datos de ProQuest Dissetations and Theses.
Hensher, D., Rose, J. y Greene, W. (2005). Applied Choice Analysis: A Primer. New York, NY: Cambridge University Press.
Hunt, S. (2000). A General Theory of Competition: Resources, Competences, Productivity, Economic Growth. New York, NY: Sage.
Hyllegard, K., Yan, R.-N., Paff, J. y Attmann, J. (2010). The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to causerelated marketing. Journal of Marketing Management, 27(1-2), 100–123.
IARSE (2006). Algunas definiciones de responsabilidad social empresarial. Buenos Aires [consultado 30 Oct 2014]. Disponible en: http://www.iarse.org/newsite/site/descargar.php?archivo=59069_Algunas_Definiciones_de_RSE.pdf&PHPSESSID=551dec0867d4c46e04098152 c7b5e6cc.
ISO (2010). ISO 26000:2010 – Guidance on social responsibility [consultado 30 Oct 2014]. Disponible en: http://www.iso.org/iso/catalogue_detail?csnumber=42546.
Kanninen, B. (2002). Optimal design for multinomial choice experiments. Journal of Marketing Research, 39(2), 214–227.
Lancsar, E. (2002). Deriving welfare measures from stated preference discrete choice modeling experiments, Discussion Paper [48]. Centre for Health Economics Research and Evaluation [consultado 14 Jun 2012]. Disponible en: http://datasearch.uts.edu.au/chere/research/discussion_papers.cfm.
Lavrakas, P. J. (2008). Key Informant. In En Encyclopedia of Survey Research Methods. pp. 2455. Teller Road. Thousand Oaks: SAGE Publications.
Louviere, J., Hensher, D. y Swait, J. (2004). Stated Choice Methods. Cambridge, UK: Cambridge University Press.
Margolis, J. y Walsh, J. (2001). People and Profits? The Search for a Link Between a Company's Social and Financial Performance. Mahwah, NJ: Lawrence Erlbaum Associates.
Marin, L. y Ruiz, S. (2007). I need you too! Corporate identity attractiveness for consumers and role of social responsibility. Journal of Business Ethics, 71(1), 245–260.
Marquina, P. y Morales, C. (2012). The influence of CSR on purchasing behaviour in Peru and Spain. International Marketing Review, 29(3), 299–312.
Marquina, P. y Reficco, E. (2012). Impacto de la Responsabilidad Social Empresarial en Comportamiento de Compra y Disposición a Pagar de Consumidores Bogotanos. CENTRUM Católica's Working Paper Series, No. 2012-09-0014.
Maxwell, J. (2010). Using numbers in qualitative research. Qualitative Inquiry, 16(6), 475–482.
Maxwell, J. (1996). Qualitative Research Design: An Interactive Approach. Applied Social Research Methods Series v. 41. Thousand Oaks: Sage Publications.
McFadden, D. (2001). Economic choices. American Economic Review, 91(3), 351–378. Miles, M. y Munilla, L. (2004). The potential impact of social accountability certification on marketing: A short note. Journal of Business Ethics, 50(1), 1–11.
Mohr, L. y Webb, D. (2005). The effects of corporate social responsibility and price on consumer responses. The Journal of Consumer Affairs, 39(1), 121–147.
Moosmayer, D. C. y Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543–549.
Ogliastri, E. y Reficco, E. (2009). Empresa y sociedad en América Latina: una introducción. Academia Revista Latinoamericana de Administración, 43, 1–25.
Pomering, A. y Dolnicar, S. (2009). Assessing the prerequisite of successful CSR implementation: Are consumers aware of CSR initiatives? Journal of Business Ethics, 85(2), 285–301.
Pulido, A. y Ramiro, P. (2010). La responsabilidad social corporativa de las multinacionales españolas en Colombia. AGO.USB Medellin-Colombia, 10(1), 107–135.
Schwartz, S. H. (2006). A theory of cultural value orientations: Explication and applications. Comparative Sociology, 5(2-3), 137–182.
Sen, S. y Bhattacharya, C. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225–243.
Tian, Z., Wang, R. y Yang, W. (2011). Consumer responses to Corporate Social Responsibility (CSR) in China. Journal of Business Ethics, 101, 197–212.
Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26(1), 57–66.
Verma, R., Iqbal, Z. y Plaschka, G. (2004). Understanding customer choices in efinancial services. California Management Review, 46(4), 43–67.
Weiss, R. S. (1994). Learning from Strangers: The Art and Method of Qualitative Interview Studies. pp. 246. New York: The Free Press.
Downloads
Publicado
Edição
Seção
Licença
Os autores dos artigos serão responsáveis dos mesmos e, assim, não comprometam os princípios ou políticas da Universidade Icesi nem do Conselho Editorial da revista Estudios Gerenciales. Os autores autorizam e aceitam a transferência de todos os direitos para a revista Estudios Gerenciales para a publicão impressa ou eletrônica. Após a publicação do artigo, pode ser reproduzido sem a permissão do autor ou da revista, se mencionar o(s) autor(es), o ano, o título, o volume e o número e o intervalo de páginas da publicação, e Estudios Gerenciales como fonte (se abster de utilizar Revista Estudios Gerenciales).
Como Citar
