Analysis of Consumers' Degree of Knowledge of the Concept of Corporate Social Responsibility and its Influence on the Purchase Decision: A Study in Mexico
Through a sample, the degree of consumer knowledge about the concept of Corporate Social Responsibility (CSR) and its influence when buying was estimated. Results showed that although 59.5% know the concept of CSR, only 45.91% took it into account when buying. For consumers who knew the concept of CSR, a probabilistic Logit type model was adjusted that allowed to identify the statistically significant factors (α = 0.05) that explained the purchase decision and that allowed estimating the purchase probabilities under different scenarios. It was found that the attributes of purchase of products and services were mainly the price, quality, availability and sales offers, while attributes related to responsible purchases had a low presence. The Logit model showed that the significant factors at the time of purchase for the consumers that take CSR into account when buying were mainly gender, educational level and some products and services of brands that care about the environment.
Keywords: Corporate Social Responsibility, Probability Model, Consumers Attitude.