Influence of Religiosity, Subjective Norm, and Perceived Consumer Effectiveness on Socially Responsible Consumption

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Title Influence of Religiosity, Subjective Norm, and Perceived Consumer Effectiveness on Socially Responsible Consumption
Influencia de la religiosidad, la norma subjetiva y la efectividad percibida del consumidor en el consumo socialmente responsable
 
Creator Mejía, Juan Camilo
Currás-Pérez, Rafael
Córdoba-Segovia, Carlos Manuel
 
Subject Market structure
market behavior
perceived consumer effectiveness
subjective norm
estructura del mercado
comportamiento del mercado
efectividad percibida del consumidor
norma subjetiva
 
Description This study analyzes the influence of consumer religiosity, subjective norm, and perceived effectiveness on the intention to purchase socially responsible products. It applied empirical research based on a questionnaire administered to 485 participants in Colombia and Spain (divided in equal proportions). To evaluate the results, a structural equation model was created based on the Partial Least Squares (PLS) technique. The results of the two countries presented similarities; more specifically, religiosity influences the dimensions of responsible consumption in both places. In addition, the importance of the subjective norm in this type of consumption was confirmed. However, the hypothesis that related perceived consumer effectiveness and this kind of purchase was not supported. These results show the importance of the role of religiosity in responsible consumption intentions, mainly due to its symbolic and socializing function as an element of acculturation and expression of identity. Likewise, this paper expands the theory of planned behavior because it explores the subjective norm in this type of purchase. Further studies in this area should investigate responsible consumption and the factors that influence it and propose marketing strategies to strengthen it in favor of the environment, society, and the finances of organizations.
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.
 
Publisher Instituto Tecnológico Metropolitano - ITM
 
Date 2021-05-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
application/zip
text/xml
text/html
 
Identifier https://revistas.itm.edu.co/index.php/revista-cea/article/view/1809
10.22430/24223182.1809
 
Source Revista CEA; Vol. 7 No. 14 (2021); e1809
Revista CEA; Vol. 7 Núm. 14 (2021); e1809
2422-3182
2390-0725
 
Language spa
 
Relation https://revistas.itm.edu.co/index.php/revista-cea/article/view/1809/2010
https://revistas.itm.edu.co/index.php/revista-cea/article/view/1809/2033
https://revistas.itm.edu.co/index.php/revista-cea/article/view/1809/2017
https://revistas.itm.edu.co/index.php/revista-cea/article/view/1809/2049
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