Análisis del comportamiento del consumidor socialmente Responsable.

Dalsy Lucía Ruiz Vera; Rodrigo Almeida Cardona

doi:10.35319/r4tn2e72

Authors

Dalsy Lucía Ruiz Vera Universidad Católica Boliviana Author
Rodrigo Almeida Cardona Universidad Católica Boliviana Author https://orcid.org/0000-0001-6974-6511

DOI:

https://doi.org/10.35319/r4tn2e72

Keywords:

Socially responsible consumption, Consumer behavior, Corporate social responsibility, Marketing

Abstract

La preocupación por la problemática medioambiental y/o social que atraviesan Bolivia y el mundo es cada vez mayor, como consecuencia ante esta situación, las personas comenzaron a notar tanto la relevancia como el impacto que tienen sus decisiones de compra y consumo. Debido a esto, las empresas se ven obligadas a tomar en cuenta el comportamiento de sus consumidores al momento de tomar decisiones. La presente investigación tiene como objetivo determinar los factores que definen el comportamiento del consumidor socialmente responsable; para lograrlo se utiliza el modelado de ecuaciones estructurales mediante la técnica de Mínimos Cuadrados Parciales con la aplicación de 864 encuestas en las principales ciudades de Bolivia. Los resultados estiman la relación entre el consumo socialmente responsable con el compromiso afectivo, la eficacia percibida del consumidor y el beneficio personal, demostrándose una relación con las dos primeras y ninguna con la última. Además, el modelo probado demuestra fiabilidad y validez, explicando el comportamiento socialmente responsable en un 42,5 %.

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Author Biographies

Dalsy Lucía Ruiz Vera, Universidad Católica Boliviana

Bachelor in Business Administration from Universidad Católica Boliviana “San Pablo,” Regional Academic Unit of Cochabamba. She is part of the Department of Administration, Economics, and Finance, where she develops activities related to organizational analysis, strategic management, and strengthening administrative competencies. Her academic interest is focused on research in management processes and business entrepreneurship.
Rodrigo Almeida Cardona, Universidad Católica Boliviana

Master's in Business Management and Master's in Marketing. She works as a full-time professor in the Commercial Engineering Department at Universidad Católica Boliviana “San Pablo,” Regional Academic Unit of Cochabamba. She has a solid academic and professional background focused on market strategies, commercial management, and business leadership.

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