Abstract

RANGEL-LYNE, Lucirene; AZUELA-FLORES, José Ignacio; OCHOA-HERNANDEZ, Magda Lizet  and  INFANTE-AGUILLON, Mirtha Elba. Corporate ethics and perceived fair price, the strategic binomial for responsible consumption. estud.gerenc. [online]. 2021, vol.37, n.160, pp.439-447.  Epub June 29, 2021. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2021.160.4098.

Ethical corporate responsibility elevates the price fairness perception of the purchased products. This paper aimed to confirm this premise as a predictor of the socially responsible repurchase intention. The perceptions of 153 consumers with restricted purchasing power, who declared to buy products from companies with ethical responsibility, were analyzed. The effect of the perceived fair price was demonstrated in a full mediation to explain socially responsible repurchase intentions.

Keywords : ethical corporate responsibility; fair price; consumers.

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