Abstract

ENCISO ALFARO, Saudi Yulieth; RUIZ ACOSTA, Liliana Elizabeth  and  CAMARGO MAYORGA, David Andrés. CORPORATE SOCIAL RESPONSIBILITY AS A DETERMINANT OF THE CONSUMER'S PURCHASE INTENTION: AN ANALYSIS THROUGH MODELING WITH STRUCTURAL EQUATIONS. Tend. [online]. 2020, vol.21, n.2, pp.1-18. ISSN 0124-8693.  https://doi.org/10.22267/rtend.202102.138.

Consumers are changing their preferences and purchasing priorities in attention to the implementation of Corporate Social Responsibility (CSR) practices seen from the social, environmental and economic dimensions, seeking to minimize the negative impact that organizations can generate in their environment. Hence, the objective of this article is to analyze the relationship between the three dimensions of CSR and its influence on the purchase intention of consumers. For this purpose, 107 self-administered online surveys were conducted, from which 20 observable variables, 3 endogenous latent variables and 1 exogenous one were obtained. The modeling was done with structural equations (SEM). The findings suggest that the CSR activities carried out by an organization and that are related to social, environmental and economic issues are positively associated with the intention to purchase, however, the relationship with the economic dimension was found not as strong as with the first two.

JEL: C39; C51; D12; M14; Q56

Keywords : purchase intention; consumer; sustainability; corporate social responsibility; multivariate models..

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