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Título
Social commitment or self-interest? Effect of responsible practices performance motivations of firms on the consumer decision-making process
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Journal of Marketing Communications
Número de la revista
3
Cita Bibliográfica
Sahelices-Pinto, C., Lanero-Carrizo, A., y Vázquez-Burguete, J. L. (2018). Social commitment or self-interest? Effect of responsible practices performance motivations of firms on the consumer decision-making process. Journal of Marketing Communications, 24(3), 304-319. https://doi.org/10.1080/13527266.2018.1425194
Editorial
Routledge
Fecha
2018
ISSN
1352-7266
Resumen
[EN] Due to the increasing dynamism of global economic activity, all kind of organizations are nowadays concerned for maintaining their involvement with demands and changes of society. Particularly, Corporate Social Responsibility (CSR) has gained increasing importance within both public and private organizations, it being the subject of much investigation and debate among both researchers and practitioners. In this sense, discussion of CSR implications for consumer behavior has been a common topic in recent marketing literature, demonstrating in some cases, a link between CSR and positive responses by consumers and inconclusive effects in others. In the context of such controversy, experts call for further investigation about the consequences of CSR on consumer behavior. Within this line of research, the present paper analyzes the influence of motivations attributed to CSR practices in business settings on four stages of consumer decision-making process. For that purpose, it was conducted a survey study which reached a final sample of 400 Spanish consumers. Regression analysis revealed that, while expectations of social-oriented goals in responsible firms is positively related to consumers’ goodwill over the various stages of their purchase decisions and actions, the potential effects of profit-based considerations are more complex
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