Resumen

RUIZ VERA, Dalsy Lucía  y  ALMEIDA CARDONA, Rodrigo. Analysis Of The Behavior Of The Socially Responsible Consumer. Perspectivas [online]. 2021, n.47, pp.9-32. ISSN 1994-3733.

The concern for the environmental and / or social issues that Bolivia and the world are going through is growing, as a result, people began to notice the relevance and also the impact of their purchasing and consumption decisions. Therefore, companies are forced to take the behavior of their consumers into account at the moment of making decisions. The current research aims to determine the factors that define the behavior of a socially responsible consumer. To achieve this goal, a structural equation modeling is used through the Minimal Partial Squares technique with the application of 864 surveys in the main cities of Bolivia. The results estimate the relationship between socially responsible consumption with affective commitment, the perceived effectiveness of the consumer and the personal benefit, demonstrating a relationship with the first two ones and none with the last one. In addition, the tested model shows reliability and validity, explaining the socially responsible behavior by a 42,5 %.

Palabras clave : Socially responsible consumption; Consumer behavior; Corporate social responsibility; Marketing.

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