Análisis del comportamiento del consumidor socialmente Responsable
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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 %.
The concern for the environmental and / or social issues that Bolivia and the world are going through is growing, as a result, people began to notice the relevance and also the impact of their purchasing and consumption decisions. Therefore, companies are forced to take the behavior of their consumers into account at the moment of making decisions. The current research aims to determine the factors that define the behavior of a socially responsible consumer. To achieve this goal, a structural equation modeling is used through the Minimal Partial Squares technique with the application of 864 surveys in the main cities of Bolivia. The results estimate the relationship between socially responsible consumption with affective commitment, the perceived effectiveness of the consumer and the personal benefit, demonstrating a relationship with the first two ones and none with the last one. In addition, the tested model shows reliability and validity, explaining the socially responsible behavior by a 42,5 %.
The concern for the environmental and / or social issues that Bolivia and the world are going through is growing, as a result, people began to notice the relevance and also the impact of their purchasing and consumption decisions. Therefore, companies are forced to take the behavior of their consumers into account at the moment of making decisions. The current research aims to determine the factors that define the behavior of a socially responsible consumer. To achieve this goal, a structural equation modeling is used through the Minimal Partial Squares technique with the application of 864 surveys in the main cities of Bolivia. The results estimate the relationship between socially responsible consumption with affective commitment, the perceived effectiveness of the consumer and the personal benefit, demonstrating a relationship with the first two ones and none with the last one. In addition, the tested model shows reliability and validity, explaining the socially responsible behavior by a 42,5 %.
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No. 47