Explorando el perfil del consumidor universitario. Un estudio de caso de una escuela socialmente responsable en México
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sep 28, 2021
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https://doi.org/10.30878/ces.v28n3a8
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Lucirene Rangel Lyne
http://orcid.org/0000-0001-8036-4186
José Ignacio Azuela Flores
http://orcid.org/0000-0001-8084-9669
Magda Lizet Ochoa Hernández
http://orcid.org/0000-0001-8542-5726
http://orcid.org/0000-0001-8036-4186
José Ignacio Azuela Flores
http://orcid.org/0000-0001-8084-9669
Magda Lizet Ochoa Hernández
http://orcid.org/0000-0001-8542-5726
Resumen
Se registra una tipología de consumidores socialmente responsables con base en sus percepciones de responsabilidad social corporativa (RSC) y en la identificación que tengan con las empresas socialmente responsables (ESR). Para lograrlo, se llevó a cabo un análisis clúster no jerárquico de aglomeración k-means con una muestra de 135 consumidores universitarios. Los resultados arrojan cuatro distintos tipos de consumidores: a) los escépticos de la RSC, b) los escépticos del medioambiente, c) los entusiastas de la RSC y d) los entusiastas del medioambiente.
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Como citar
RANGEL LYNE, Lucirene; AZUELA FLORES, José Ignacio; OCHOA HERNÁNDEZ, Magda Lizet.
Explorando el perfil del consumidor universitario. Un estudio de caso de una escuela socialmente responsable en México.
CIENCIA ergo-sum, [S.l.], v. 28, n. 3, sep. 2021.
ISSN 2395-8782.
Disponible en: <https://cienciaergosum.uaemex.mx/article/view/14061>. Fecha de acceso: 19 oct. 2021
doi: https://doi.org/10.30878/ces.v28n3a8.
Sección
Ciencias sociales
Citas
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Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://doi.org/10.1509/jmkg.67.2.76.18609
Bigné, E., Chumpitaz, R., Andreu, L. y Swaen, V. (2005). Percepción de la responsabilidad social corporativa: un análisis cross-cultural. Universia Business Review, 5, 14-27.
Bigné, E. y Pérez, R. (2008). ¿Influye la imagen de responsabilidad social en la intención de compra? El papel de la identificación del consumidor con la empresa. Universia Business Review, 19, 10-23.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84. https://doi.org/10.2307/1252190
Brunk, K. H. (2010). Exploring origins of ethical company/brand perceptions-A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255-262. https://doi.org/10.1016/J.JBUSRES.2009.03.011
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505. https://doi.org/10.5465/AMR.1979.4498296
Contreras-Pacheco, O. E., Talero-Sarmiento, L. H. y Camacho-Pinto, J. C. (2018). Efectos de la responsabilidad social empresarial sobre la identificación organizacional de los empleados: autenticidad o falacia. Contaduría y Administración, 64(4). https://doi.org/10.22201/fca.24488410e.2018.1631
Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421-432. https://doi.org/10.1108/07363769710185999
Currás Pérez, R. (2009). Effects of perceived identity based on corporate social responsibility: The role of consumer identification with the company. Corporate Reputation Review, 12(2), 177-191. https://doi.org/10.1057/crr.2009.12
De los Salmones, M. D. M. G., Crespo, A. H., & Del Bosque, I. R. (2005). Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 61(4), 369-385. https://doi.org/10.1007/s10551-005-5841-2
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Deng, X., & Xu, Y. (2017). Consumers’ responses to corporate social responsibility initiatives: The mediating role of consumer-Company Identification. Journal of Business Ethics, 142(3), 515-526. https://doi.org/10.1007/s10551-015-2742-x
Díaz, E. (2011). Abanico de opciones para el ciudadano responsable. ¿Cambiar el mundo desde el consumo? Dossieres EsF, 2. Economistas sin fronteras.
Džupina, M. (2016). A theoretical study on cross-national differences on corporate social responsibility orientation (CSRO). European Journal of Science and Theology, 12.
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393-406. https://doi.org/10.1016/S0022-4359(00)00032-4
Fatma, M., Khan, I., & Rahman, Z. (2016). How does corporate association influence consumer brand loyalty? Mediating role of brand identification. Journal of Product y Brand Management, 25(7), 629-641. https://doi.org/10.1108/JPBM-07-2015-0932
Formánková, S., Trenz, O., Faldík, O., Kolomazník, J., Sládková, J., Formánková, S.,… Sládková, J. (2019). Millennials’ Awareness and approach to social responsibility and investment-Case Study of the Czech Republic. Sustainability, 11(2), 504. https://doi.org/10.3390/su11020504
Fry, R. (2018, April 11). Millennials are largest generation in the U.S. labor force|Pew Research Center. Retrieved from https://www.pewresearch.org/fact-tank/2018/04/11/millennials-largest-generation-us-labor-force/
Galvão, A., Mendes, L., Marques, C., & Mascarenhas, C. (2019). Factors influencing students’ corporate social responsibility orientation in higher education. Journal of Cleaner Production, 215, 290-304. https://doi.org/10.1016/J.JCLEPRO.2019.01.059
García Ramos, J. M., De la Calle Maldonado, C., Valbuena Martínez, M. C. y De Dios Alija, T. (2016). Hacia la validación del constructo “responsabilidad social del estudiante universitario”. Depósito Digital UFV. http://hdl.handle.net/10641/1381
Gildea, R. L. (1994). Consumer survey confirms corporate social action affects buy. Public Relations Quarterly, 39(4).
González-Rodríguez, M. R., Díaz, F. M. C., Elias, V., & Da silva, M. (2016). Relation between background variables, values and corporate social responsibility. RAE-Revista de Administração de Empresas, 56(1), 8-19. https://doi.org/10.1590/S0034-759020160102
González, M. R., Díaz, M. C., & Simonetti, B. (2015). The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs. International Business Review, 24(5), 836-848. https://doi.org/10.1016/J.IBUSREV.2015.03.002
He, H., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673-688. https://doi.org/10.1007/s10551-010-0703-y
Heo, J., & Muralidharan, S. (2019). What triggers young millennials to purchase eco-friendly products?: The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421-437. https://doi.org/10.1080/13527266.2017.1303623
Hofenk, D., Van Birgelen, M., Bloemer, J., & Semeijn, J. (2017). How and when retailers’ sustainability efforts translate into positive consumer responses: The interplay between personal and social factors. Journal of Business Ethics. https://doi.org/10.1007/s10551-017-3616-1
Kristof, A. L. (1996). Person-organization fit: An integrative review of its conceptualizations, measurement, and implications. Personnel Psychology, 49(1), 1-49. https://doi.org/10.1111/j.1744-6570.1996.tb01790.x
Landázuri Aguilera, Y. (2018). Análisis de la relación entre responsabilidad social empresarial y el desempeño financiero moderado por la legitimidad de las acciones sociales en las empresas públicas mexicanas (tesis de doctorado). Universidad Autónoma de Nuevo León.
Llamas, M. A. A. (2016). Consumo verde y actitudes ecológicas. Revista Iberoamericana de Producción Académica y Gestión Educativa, 3(6).
Lock, I., & Seele, P. (2016). The credibility of CSR (corporate social responsibility) reports in Europe. Evidence from a quantitative content analysis in 11 countries. Journal of Cleaner Production, 122, 186-200. https://doi.org/10.1016/j.jclepro.2016.02.060
Maignan, I. (2001). Consumers’ perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of Business Ethics, 30, 57-72.
Maignan, I. y Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19. https://doi.org/10.1177/0092070303258971
Mallen Baker. (2004). Definitions of corporate social responsibility-What is CSR?|Mallen Baker’s Respectful Business Blog. Retrieved from http://mallenbaker.net/article/clear-reflection/definitions-of-corporate-social-responsibility-what-is-csr
Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122-133. https://doi.org/10.1108/08876041111119840
Martínez, P. y Rodríguez del Bosque, I. (2018). Determinación del papel de las características demográficas de los consumidores en el proceso de formación de lealtad basada en aspectos socialmente responsables. Cuadernos de Turismo, 42, 317-333.
Martínez, P. y Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99. https://doi.org/10.1016/j.ijhm.2013.05.009
Matus, J. (2017). El millennial universitario y la responsabilidad social empresarial. Un análisis cuantitativo sobre su actitud de compra. XXII Congreso Internacional de Contaduría, Administración e Informática.
Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147. https://doi.org/10.1111/j.1745-6606.2005.00006.x
Moisescu, O. I. (2015). Development and validation of a measurement scale for customers’ perceptions of corporate social pesponsibility. Management y Marketing, 13(2), 311-332.
Morsing, M., & Spence, L. J. (2019). Corporate social responsibility (CSR) communication and small and medium sized enterprises: The governmentality dilemma of explicit and implicit CSR communication. Human Relations, 72(12), 1920-1947. https://doi.org/10.1177/0018726718804306
Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product y Brand Management, 12(1), 39-51. https://doi.org/10.1108/10610420310463126
Öberseder, M., Schlegelmilch, B. B., Murphy, P. E., & Gruber, V. (2014). Consumers’ perceptions of corporate social responsibility: Scale development and validation. Journal of Business Ethics, 124(1), 101-115. https://doi.org/10.1007/s10551-013-1787-y
Owen, C. L., & Scherer, R. F. (1993). Social responsibility and market share. Review of Business, 15(1).
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