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La disposición a pagar más por productos vinculados a la RSE: evidencia de un análisis conjunto en México

Author

Listed:
  • Bernardo Amezcua

    (Universidad Autónoma de Coahuila, México)

  • Arturo Briseño

    (Universidad Autónoma de Tamaulipas, México)

  • Teresa Ríos

    (Universidad de Monterrey, México)

  • Edgardo Ayala

    (Tecnológico de Monterrey, México)

Abstract

Las campañas de mercadotecnia alineadas a prácticas de Responsabilidad Social Empresarial (RSE) son cada vez más comunes como una estrategia para lograr la diferenciación de marca y la preferencia de los consumidores. Sin embargo, el reto para muchas empresas está en entender como impactan las campañas sociales y ambientales patrocinadas por una marca en la decisión de compra del consumidor y cómo estas campañas generan beneficio económico y social. Considerando el he­cho de que los consumidores toman decisiones de compra basándose en varios atributos, utilizamos el análisis conjunto para determinar el impacto de tres atributos: campaña de RSE, marca, y precio en las decisiones de compra. Se recolectó información de una muestra de consumidores mediante una encuesta electrónica y se analizó utilizando un modelo de regresión con datos panel. Con base a esta muestra, se determinaron los efectos directos e indirectos de las campañas de RSE en la preferencia del consumidor y se desarrolló un método para mapear el incremento en las preferencias en su equi­valente monetario. Los resultados arrojan que el consumidor está dispuesto a pagar un sobreprecio aproximado de 22% por productos líderes en la categoría estudiada asociados a campañas con causa social, en comparación a un 10% en productos menos posicionados. Este efecto no está presente en campañas ambientales. De esta forma, se demuestra que las campañas sociales crean beneficios económicos para la empresa mientras que la sociedad se beneficia de la participación del consumidor en este tipo de campañas.

Suggested Citation

  • Bernardo Amezcua & Arturo Briseño & Teresa Ríos & Edgardo Ayala, 2018. "La disposición a pagar más por productos vinculados a la RSE: evidencia de un análisis conjunto en México," Contaduría y Administración, Accounting and Management, vol. 63(2), pages 211-232, Abril-Jun.
    • Handle: RePEc:nax:conyad:v:63:y:2018:i:2:p:211-232
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    References listed on IDEAS

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    More about this item

    Keywords

    Preferencia de Marca; Responsabilidad Social Empresarial; Sobreprecio; Análisis Conjunto; Descuento Equivalente.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General

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