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The impact of social responsibility campaigns on consumer purchase decisions

Author

Listed:
  • Alicia de la Peña de León

    (Universidad Autónoma de Coahuila)

  • Bernardo Amezcua Núñez

    (Universidad Autónoma de Coahuila)

  • Juana María Saucedo Soto

    (Universidad Autónoma de Coahuila)

Abstract

Nowadays more consumers get informed before choosing a product in the market. Therefore, companies have been given the task of presenting relevant information not only in their advertising campaigns, but also in the packaging and / or labeling of their products. This mixed-type research aims to analyze Mexican consumer attitudes toward Social Responsibility campaigns implemented by companies and the level of knowledge they have of labels considered to be socially responsible (e.g., fair trade, free of animal cruelty, etc.). The findings indicate that thanks to social networks, young people are the ones who know most about Social Responsibility campaigns; In the same way, the most known label is the one that identifies the products as free from animal cruelty. This study reinforces the importance of designing attractive and clear marketing communication campaigns, in order to achieve a greater reach of the target audience; as well as the importance of educating the consumer so that he knows how to analyze the information provided on the labels of the products.

Suggested Citation

  • Alicia de la Peña de León & Bernardo Amezcua Núñez & Juana María Saucedo Soto, 2021. "The impact of social responsibility campaigns on consumer purchase decisions," Responsibility and Sustainability, IAPNM LATAM, vol. 6(1), pages 32-40, January-D.
    • Handle: RePEc:ayu:journl:v:6:y:2021:i:1:p:32-40
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    More about this item

    Keywords

    Buycotters; responsible consumption; social labelling; social responsibility campaigns;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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