Explorando el perfil del consumidor universitario. Un estudio de caso de una escuela socialmente responsable en México

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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

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/ces.v28n3a3>. Fecha de acceso: 28 nov. 2021
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Ciencias sociales

Citas

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