Responsabilidade social corporativa como determinante da intenção de compra do consumidor: uma análise através da modelagem com equações estruturais

Autores

DOI:

https://doi.org/10.22267/rtend.202102.138

Palavras-chave:

intenção de compra, consumidor, sustentabilidade, responsabilidade social empresarial, modelos multivariados

Resumo

Os consumidores estão mudando suas preferências e prioridades de compra, atendendo à implementação das práticas de Responsabilidade Social Corporativa (RSE) vistas das dimensões social, ambiental e econômica, buscando minimizar o impacto negativo que as organizações podem gerar em seu ambiente. Portanto, o objetivo deste artigo é analisar a relação entre as três dimensões da RSE e sua influência na intenção de compra dos consumidores. Para tanto, foram realizadas 107 pesquisas on-line autoaplicáveis, das quais foram obtidas 20 variáveis ​​observáveis, 3 variáveis ​​latentes endógenas e 1 exógena. A modelagem foi realizada com equações estruturais (MEV). Os resultados sugerem que as atividades de RSE realizadas por uma organização e relacionadas a questões sociais, ambientais e econômicas estão associadas positivamente à intenção de compra; no entanto, a relação com a dimensão econômica não foi tão forte quanto com a Os dois primeiros.

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Biografia do Autor

Saudi Yulieth Enciso Alfaro, Universidad Militar Nueva Granada

Contador Público, Universidad Militar Nueva Granada. Auxiliar de investigación adscrita al proyecto de investigación INV-ECO- 2969, Universidad Militar Nueva Granada. E-mail: u2303316@unimilitar.edu.co, Colombia.

Liliana Elizabeth Ruiz Acosta, Universidad Militar Nueva Granada

Magíster en Gestión Empresarial, Universidad Libre. Docente de tiempo completo, Universidad Militar Nueva Granada. E-mail: liliana.ruiz@unimilitar.edu.co, Colombia.

David Andrés Camargo Mayorga, Universidad Militar Nueva Granada

Magíster en Economía, Pontificia Universidad Javeriana. Magister en Educación, Universidad Militar Nueva Granada. Docente de tiempo completo, Universidad Militar Nueva Granada. E-mail: david.camargo@unimilitar.edu.co, Colombia.

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Publicado

2020-10-21

Como Citar

Enciso Alfaro, S. Y., Ruiz Acosta, L. E., & Camargo Mayorga, D. A. (2020). Responsabilidade social corporativa como determinante da intenção de compra do consumidor: uma análise através da modelagem com equações estruturais. Tendencias, 21(2), 1–18. https://doi.org/10.22267/rtend.202102.138

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