Resumen

CASTRO RIVERA, María Elena; RIOS PONCE, Marco Antonio  y  ALVAREZ VALENCIA, Juan Francisco. ¿Can corporate social responsibility influence consumer behavior?. Revista de coyuntura y perspectiva [online]. 2021, vol.6, n.2, pp.60-90. ISSN 2415-0622.

Abstract The present investigation evaluated the role that the consumer plays in the ultimate profitability of the organization through the benefit obtained through the prices that consumers are willing to pay for the products. The study is developed through a quasi-experimental-exploratory-descriptive methodology with a qualitative and quantitative approach in Cuenca-Ecuador. The results suggest that positive information about brand behavior had a greater impact (approximately three times more) than negative information about consumers' willingness to pay. Consumers are willing to pay more for a product under a responsible production at any level compared to those that are produced in a non-responsible way, that is, under an asymmetric effect.

Palabras clave : Responsibility; Consumer; Company; Behavior.

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