Influencia de la religiosidad, la norma subjetiva y la efectividad percibida del consumidor en el consumo socialmente responsable

Palabras clave: estructura del mercado, comportamiento del mercado, efectividad percibida del consumidor, norma subjetiva

Resumen

Esta investigación analizó la relación entre religiosidad, norma subjetiva y efectividad percibida del consumidor en la intención de compra de productos socialmente responsables. La investigación empírica se basó en un cuestionario repartido, en igual proporción, a 485 personas ubicadas en Colombia y España. Para su evaluación se realizó un modelo de ecuaciones estructurales a partir de la técnica Partial Least Square (PLS). Se encontró similitud en los resultados entre ambos países, comprobándose, en los dos casos, la influencia de la religiosidad sobre las dimensiones de consumo responsable. También se pudo determinar la importancia de la norma subjetiva sobre este tipo de consumo. Sin embargo, no fue posible comprobar la hipótesis que relacionaba la efectividad percibida por el consumidor en este tipo de compras. Con estos resultados se concluyó acerca de la importancia del papel de la religiosidad en las intenciones de consumo responsable, debido, principalmente, a su función simbólica y socializadora como elemento de aculturación y de expresión de identidad. Asimismo, fue posible ampliar la teoría del comportamiento planificado al explorar la norma subjetiva en este tipo de compras. El estudio sugirió investigaciones sobre consumo responsable y sus factores influyentes, y propuso estrategias de marketing para fortalecerlo en favor del medio ambiente, la sociedad y la economía de las organizaciones.

Biografía del autor/a

Juan Camilo Mejía, Universidad de Valencia

Doctorante en Marketing, Universidad de Valencia,
Valencia-España, mejuanca@alumni.uv.es

Rafael Currás-Pérez, Universidad de Valencia

Doctor en Marketing, Universidad de Valencia,
Valencia-España, rafael.curras-perez@uv.es

Carlos Manuel Córdoba-Segovia, Universidad de Nariño

Doctor en Globalización Económica y Sociedad de la Información, Universidad de Nariño,
San Juan de Pasto-Colombia, carcord13@udenar.edu.co

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Cómo citar
Mejía, J. C., Currás-Pérez, R., & Córdoba-Segovia, C. M. (2021). Influencia de la religiosidad, la norma subjetiva y la efectividad percibida del consumidor en el consumo socialmente responsable. Revista CEA, 7(14), e1809. https://doi.org/10.22430/24223182.1809

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Publicado
2021-05-30
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