Consumo responsable e intención de compra en sectores populares: Una aproximación multivariante

This article analyzes the importance placed on a socially responsible company certification (B Certification) for the intention to purchase staple food by consumers of popular sectors (vulnerable socioeconomic segments). Face-to-face questionnaires were applied through stratified random sampling in inhabitants of Las Compañías, one of the most popular urban areas in Chile. The multivariate analysis technique used was the conjoint analysis that allowed to examine the manifest preferences through the calculation of partial utilities on 4 value attributes. It was determined that the price (54.08%) is the most important factor, followed by the brand (17.20%), then the presentation format (14.37%) and, finally, the B Certification (14.36%). The review of the results in terms of place of purchase revealed significant differences between those who prefer certified B companies and those who buy in neighborhood stores, the latter showing higher numbers. It is concluded that even when the population claims to prefer a socially responsible company, it continues to prioritize in its purchase decision a more economical criterion, where it is inferred that the perception of quality is not directly associated with the B Certification, but rather the product brand value.