La RSE como ventaja competitiva: estudio sobre su influencia en el comportamiento de los consumidores.

Abstract

Corporate Social Responsibility has become a competitive advantage in the market, thanks to the fact that consumers value to a greater extent the contribution of companies to their community and natural environment, transforming it into a factor that influences consumer behavior and their image, making it a successful strategy. For these reasons, the objective was established to analyze the influence of Corporate Social Responsibility on perceived value, engagement and purchase intention, since these are decisive variables in consumer behavior. Therefore, a quantitative approach research was carried out, using a theoretical model of relationships on a sample of 384 consumers of hypermarkets in El Oro (province of Ecuador), contrasted through an exploratory and confirmatory factor analysis, together with a partial least squares regression. The results revealed that Corporate Social Responsibility has a positive influence on consumers, because it allows them to gain a reputation that is reflected through positive perceptions by them, giving way to generate a mutual engagement that influences their purchase intention. Thus, it was concluded that Corporate Social Responsibility should be the object of investment by hypermarkets, for its development and application as a long-term strategic decision, aimed at strengthening their corporate image and fostering lasting relationships, which will allow them to find the desired success in the current and future market.