CONSUMER KNOWLEDGE, BEHAVIORS AND ATTITUDES IN MEXICO ON CORPORATE SOCIAL INITIATIVES

Abstract

The present study proposed to describe the level of knowledge, behaviors and attitudes of the consumers in the northwest of Mexico in relation to certain corporate social initiatives. For it there was used a quantitative methodology of descriptive-comparative scope, this by means of a nonexperimental cross-sectional design. For the determination of the sample a convenience nonprobabilistic sampling was used, participating 219 subjects who responded to the measurement instrument proposed by Boccia and Sarnacchiaro. The results suggest that consumers know more about international social initiatives and are unaware of the national CSR distinctive initiative, as well as their behaviors show a trend that favors the purchase of functional products and dislike the purchase of fair-trade labeled products. Besides that, their attitudes were generally favorable towards the social initiatives, suggesting particular importance to the effective communication of the companies. Finally, some recommendations are provided, and emphasis is placed on the usefulness of the information obtained to all those local and regional organizations that wish to reorient their strategies, programs or action plans towards social responsibility.