Exploring the university consumer profile. The case study of a socially responsible school in Mexico

CIENCIA ergo-sum

View Publication Info
 
 
Field Value
 
Title Exploring the university consumer profile. The case study of a socially responsible school in Mexico
Explorando el perfil del consumidor universitario. Un estudio de caso de una escuela socialmente responsable en México
 
Creator Rangel Lyne, Lucirene
Azuela Flores, José Ignacio
Ochoa Hernández, Magda Lizet
 
Description A typology of socially responsible consumers is identified based on their CSR perceptions and their identification with socially responsible companies (ESR). To achieve the above a non-hierarchical cluster analysis of k-means agglomeration was analyzed with a sample of 135 university consumers. The results show four different types of consumers: 1) skeptics of CSR, 2) skeptics of the environment, 3) CSR enthusiasts, and 4) environmental enthusiasts. 
Se registra una tipología de consumidores socialmente responsables con base en sus percepciones de responsabilidad social corporativa (RSC) y en la identificación que tengan con las empresas socialmente responsables (ESR). Para lograrlo, se llevó a cabo un análisis clúster no jerárquico de aglomeración k-means con una muestra de 135 consumidores universitarios. Los resultados arrojan cuatro distintos tipos de consumidores: a) los escépticos de la RSC, b) los escépticos del medioambiente, c) los entusiastas de la RSC y d) los entusiastas del medioambiente. 
 
Publisher Universidad Autónoma del Estado de México
 
Date 2021-09-28
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artículo revisado por pares
 
Format application/pdf
text/html
application/zip
application/zip
application/pdf
 
Identifier https://cienciaergosum.uaemex.mx/article/view/14061
10.30878/ces.v28n3a3
 
Source CIENCIA ergo-sum; Vol. 28 Núm. 3 (2021): CIENCIA ergo-sum (noviembre 2021-febrero 2022)
CIENCIA ergo-sum; Vol. 28 Núm. 3 (2021): CIENCIA ergo-sum (noviembre 2021-febrero 2022)
2395-8782
1405-0269
 
Language spa
 
Relation https://cienciaergosum.uaemex.mx/article/view/14061/12420
https://cienciaergosum.uaemex.mx/article/view/14061/12423
https://cienciaergosum.uaemex.mx/article/view/14061/12424
https://cienciaergosum.uaemex.mx/article/view/14061/12426
https://cienciaergosum.uaemex.mx/article/view/14061/12403
/*ref*/Ajzen, & , M. (1980). Understanding attitudes and predicting social behaviour. Prentice-Hall.
/*ref*/Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision, 50, 179-211.
/*ref*/Aquino, K., & Reed, A. (2002). The self-importance of moral identity. Journal of Personality and Social Psychology, 83(6), 1423-1440. https://doi.org/10.1037/0022-3514.83.6.1423
/*ref*/Balsara. (2009). Make CSR part of your overall brand strategy.
/*ref*/Banco de México. (2017). Los millennials en el mercado laboral: hechos estilizados y opinión empresarial hechos estilizados sobre la generación de los millennials.
/*ref*/Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248-262. https://doi.org/10.1177/0092070300282006
/*ref*/Barroso-Tanoira, F. G., Santos-Valencia, R. A. y Patrón-Cortés, R. M. (2016). Fortalecimiento de la responsabilidad social universitaria. Un estudio en el sureste de México. Revista RAITES, 2(4).
/*ref*/Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://doi.org/10.1509/jmkg.67.2.76.18609
/*ref*/Bigné, E., Chumpitaz, R., Andreu, L. y Swaen, V. (2005). Percepción de la responsabilidad social corporativa: un análisis cross-cultural. Universia Business Review, 5, 14-27.
/*ref*/Bigné, E. y Pérez, R. (2008). ¿Influye la imagen de responsabilidad social en la intención de compra? El papel de la identificación del consumidor con la empresa. Universia Business Review, 19, 10-23.
/*ref*/Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84. https://doi.org/10.2307/1252190
/*ref*/Brunk, K. H. (2010). Exploring origins of ethical company/brand perceptions-A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255-262. https://doi.org/10.1016/J.JBUSRES.2009.03.011
/*ref*/Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505. https://doi.org/10.5465/AMR.1979.4498296
/*ref*/Contreras-Pacheco, O. E., Talero-Sarmiento, L. H. y Camacho-Pinto, J. C. (2018). Efectos de la responsabilidad social empresarial sobre la identificación organizacional de los empleados: autenticidad o falacia. Contaduría y Administración, 64(4). https://doi.org/10.22201/fca.24488410e.2018.1631
/*ref*/Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421-432. https://doi.org/10.1108/07363769710185999
/*ref*/Currás Pérez, R. (2009). Effects of perceived identity based on corporate social responsibility: The role of consumer identification with the company. Corporate Reputation Review, 12(2), 177-191. https://doi.org/10.1057/crr.2009.12
/*ref*/De los Salmones, M. D. M. G., Crespo, A. H., & Del Bosque, I. R. (2005). Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 61(4), 369-385. https://doi.org/10.1007/s10551-005-5841-2
/*ref*/Deloitte. (2014). Big demands and high expectations. The Deloitte Millennial Survey. Retrieved from www.deloitte.com/content/dam/Deloitte/global/ Documents/About-Deloitte/gx-dttl-2014-millennial -survey-report.pdf
/*ref*/Deng, X., & Xu, Y. (2017). Consumers’ responses to corporate social responsibility initiatives: The mediating role of consumer-Company Identification. Journal of Business Ethics, 142(3), 515-526. https://doi.org/10.1007/s10551-015-2742-x
/*ref*/Díaz, E. (2011). Abanico de opciones para el ciudadano responsable. ¿Cambiar el mundo desde el consumo? Dossieres EsF, 2. Economistas sin fronteras.
/*ref*/Džupina, M. (2016). A theoretical study on cross-national differences on corporate social responsibility orientation (CSRO). European Journal of Science and Theology, 12.
/*ref*/Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393-406. https://doi.org/10.1016/S0022-4359(00)00032-4
/*ref*/Fatma, M., Khan, I., & Rahman, Z. (2016). How does corporate association influence consumer brand loyalty? Mediating role of brand identification. Journal of Product y Brand Management, 25(7), 629-641. https://doi.org/10.1108/JPBM-07-2015-0932
/*ref*/Formánková, S., Trenz, O., Faldík, O., Kolomazník, J., Sládková, J., Formánková, S.,… Sládková, J. (2019). Millennials’ Awareness and approach to social responsibility and investment-Case Study of the Czech Republic. Sustainability, 11(2), 504. https://doi.org/10.3390/su11020504
/*ref*/Fry, R. (2018, April 11). Millennials are largest generation in the U.S. labor force|Pew Research Center. Retrieved from https://www.pewresearch.org/fact-tank/2018/04/11/millennials-largest-generation-us-labor-force/
/*ref*/Galvão, A., Mendes, L., Marques, C., & Mascarenhas, C. (2019). Factors influencing students’ corporate social responsibility orientation in higher education. Journal of Cleaner Production, 215, 290-304. https://doi.org/10.1016/J.JCLEPRO.2019.01.059
/*ref*/García Ramos, J. M., De la Calle Maldonado, C., Valbuena Martínez, M. C. y De Dios Alija, T. (2016). Hacia la validación del constructo “responsabilidad social del estudiante universitario”. Depósito Digital UFV. http://hdl.handle.net/10641/1381
/*ref*/Gildea, R. L. (1994). Consumer survey confirms corporate social action affects buy. Public Relations Quarterly, 39(4). González-Rodríguez, M. R., Díaz, F. M. C., Elias, V., & Da silva, M. (2016). Relation between background variables, values and corporate social responsibility. RAE-Revista de Administração de Empresas, 56(1), 8-19. https://doi.org/10.1590/S0034-759020160102
/*ref*/González, M. R., Díaz, M. C., & Simonetti, B. (2015). The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs. International Business Review, 24(5), 836-848. https://doi.org/10.1016/J.IBUSREV.2015.03.002
/*ref*/He, H., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673-688. https://doi.org/10.1007/s10551-010-0703-y
/*ref*/Heo, J., & Muralidharan, S. (2019). What triggers young millennials to purchase eco-friendly products?: The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421-437. https://doi.org/10.1080/13527266.2017.1303623
/*ref*/Hofenk, D., Van Birgelen, M., Bloemer, J., & Semeijn, J. (2017). How and when retailers’ sustainability efforts translate into positive consumer responses: The interplay between personal and social factors. Journal of Business Ethics. https://doi.org/10.1007/s10551-017-3616-1
/*ref*/Kristof, A. L. (1996). Person-organization fit: An integrative review of its conceptualizations, measurement, and implications. Personnel Psychology, 49(1), 1-49. https://doi.org/10.1111/j.1744-6570.1996.tb01790.x
/*ref*/Landázuri Aguilera, Y. (2018). Análisis de la relación entre responsabilidad social empresarial y el desempeño financiero moderado por la legitimidad de las acciones sociales en las empresas públicas mexicanas (tesis de doctorado). Universidad Autónoma de Nuevo León.
/*ref*/Llamas, M. A. A. (2016). Consumo verde y actitudes ecológicas. Revista Iberoamericana de Producción Académica y Gestión Educativa, 3(6).
/*ref*/Lock, I., & Seele, P. (2016). The credibility of CSR (corporate social responsibility) reports in Europe. Evidence from a quantitative content analysis in 11 countries. Journal of Cleaner Production, 122, 186-200. https://doi.org/10.1016/j.jclepro.2016.02.060
/*ref*/Maignan, I. (2001). Consumers’ perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of Business Ethics, 30, 57-72.
/*ref*/Maignan, I. y Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19. https://doi.org/10.1177/0092070303258971
/*ref*/Mallen Baker. (2004). Definitions of corporate social responsibility-What is CSR?|Mallen Baker’s Respectful Business Blog. Retrieved from http://mallenbaker.net/article/clear-reflection/definitions-of-corporate-social-responsibility-what-is-csr
/*ref*/Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122-133. https://doi.org/10.1108/08876041111119840
/*ref*/Martínez, P. y Rodríguez del Bosque, I. (2018). Determinación del papel de las características demográficas de los consumidores en el proceso de formación de lealtad basada en aspectos socialmente responsables. Cuadernos de Turismo, 42, 317-333.
/*ref*/Martínez, P. y Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99. https://doi.org/10.1016/j.ijhm.2013.05.009
/*ref*/Matus, J. (2017). El millennial universitario y la responsabilidad social empresarial. Un análisis cuantitativo sobre su actitud de compra. XXII Congreso Internacional de Contaduría, Administración e Informática.
/*ref*/Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147. https://doi.org/10.1111/j.1745-6606.2005.00006.x
/*ref*/Moisescu, O. I. (2015). Development and validation of a measurement scale for customers’ perceptions of corporate social pesponsibility. Management y Marketing, 13(2), 311-332.
/*ref*/Morsing, M., & Spence, L. J. (2019). Corporate social responsibility (CSR) communication and small and medium sized enterprises: The governmentality dilemma of explicit and implicit CSR communication. Human Relations, 72(12), 1920-1947. https://doi.org/10.1177/0018726718804306
/*ref*/Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product y Brand Management, 12(1), 39-51. https://doi.org/10.1108/10610420310463126
/*ref*/Öberseder, M., Schlegelmilch, B. B., Murphy, P. E., & Gruber, V. (2014). Consumers’ perceptions of corporate social responsibility: Scale development and validation. Journal of Business Ethics, 124(1), 101-115. https://doi.org/10.1007/s10551-013-1787-y
/*ref*/Owen, C. L., & Scherer, R. F. (1993). Social responsibility and market share. Review of Business, 15(1). Palafox-Moyers, C. G., Elizalde-Sánchez, D. S. y Espejel-Blanco, J. E. (2015). Comportamiento del consumidor socialmente responsable en Sonora. México.
/*ref*/Pava, M. L., & Krausz, J. (1996). The association between corporate social-responsibility and financial performance: The paradox of social cost. Journal of Business Ethics, 15(3), 321-357. https://doi.org/10.1007/BF00382958
/*ref*/Pérez, A., García, M., & Rodríguez, I. (2013). The effect of corporate associations on consumer behaviour. European Journal of Marketing, 47(1/2), 218-238. https://doi.org/10.1108/03090561311285529
/*ref*/Pérez, A., & Rodríguez del Bosque, I. (2015). Corporate social responsibility and customer loyalty: Exploring the role of identification, satisfaction and type of company. Journal of Services Marketing, 29(1), 15-25. https://doi.org/10.1108/JSM-10-2013-0272
/*ref*/Pérez, A., & Rodríguez del Bosque, I. (2013). Measuring CSR image: Three studies to develop and to validate a reliable measurement tool. Journal of Business Ethics, 118(2), 265-286. https://doi.org/10.1007/s10551-012-1588-8
/*ref*/Podnar, K., & Golob, U. (2007). CSR expectations: The focus of corporate marketing. Corporate Communications: An International Journal, 12(4), 326-340. https://doi.org/10.1108/13563280710832498
/*ref*/Raman, M., Lim, W., & Nair, S. (2012). The impact of corporate social responsibility on consumer loyalty. Kajian Malaysia, 30(2), 71-93.
/*ref*/Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243. https://doi.org/10.1509/jmkr.38.2.225.18838
/*ref*/Simonetta, C. D. (2018). Responsabilidad social empresaria y construcción de su significado. Estudio de Caso. Ciencias Administrativas, 15. https://doi.org/10.24215/23143738e053
/*ref*/Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence millennials. Journal of Strategic Marketing, 20(6), 535-551. https://doi.org/10.1080/0965254X.2012.711345
/*ref*/Stanwick, P. A., & Stanwick, S. D. (1998). The relationship between corporate social performance, and organizational size, financial performance, and environmental performance: An empirical examination. Journal of Business Ethics, 17(2), 195-204. https://doi.org/10.1023/A:1005784421547
/*ref*/Tajfel, H. (1982). Social psychology of intergroup relations. Annual Review of Psychology, 33(1), 1-39. https://doi.org/10.1146/annurev.ps.33.020182.000245
/*ref*/Turban, D. B., & Greening, D. W. (1997). Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40(3), 658-672. https://doi.org/10.2307/257057
/*ref*/Turker, D. (2009). Measuring corporate social responsibility: A scale development study. Journal of Business Ethics, 85(4), 411-427. https://doi.org/10.1007/s10551-008-9780-6
/*ref*/Vaca, A., Moreno, M. J. y Riquel F. J. (2007). Análisis de la responsabilidad social coporativa desde tres enfoques: stakehorlders, capital intelectual y teoría institucional. Conocimiento, innovación y emprendedores: camino al futuro, 3130-3143.
 
Rights Derechos de autor 2021 CIENCIA ergo-sum
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library