Publicación: MERCADEO SOCIALMENTE RESPONSABLE Y DESAFÍOS ESTRATÉGICOS: PERCEPCIÓN DE LOS CONSUMIDORES DE EMPRESAS DE COMERCIO MINORISTA EN CHILE
Fecha
2022
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INFORMACIÓN TECNOLÓGICA
Resumen
THE MAIN PURPOSE OF THIS RESEARCH STUDY IS TO DESCRIBE THE PERCEPTION OF RETAIL CONSUMERS ABOUT SOCIALLY
RESPONSIBLE MARKETING IN CHILE. AN INSTRUMENT IS APPLIED TO A NON-PROBABILISTIC SAMPLE CONSISTING OF 201
CONSUMERS OF RETAIL PRODUCTS AND SERVICES. AN EXPLORATORY FACTORIAL ANALYSIS IS CONDUCTED AND STATISTICALLY
SIGNIFICANT DIFFERENCES ARE EXAMINED BY CONSIDERING THE SOCIODEMOGRAPHIC CHARACTERISTICS. THE RESULTS SHOW
THAT SOCIALLY RESPONSIBLE MARKETING IS COMPRISED BY THE FOLLOWING DIMENSIONS: 1) RESPECT FOR PEOPLE AND THE
ENVIRONMENT, 2) CONSUMER KNOWLEDGE AND INFLUENCE, AND 3) CONSUMER INFORMATION AND PURCHASE. STATISTICALLY
SIGNIFICANT DIFFERENCES ARE FOUND ACCORDING TO GENDER, AGE, AND SOCIOECONOMIC INCOME LEVEL. IN CONCLUSION, IT
IS IMPORTANT TO PROMOTE SOCIALLY RESPONSIBLE MARKETING THROUGH STRATEGIC CHALLENGES, WHICH GENERATE VALUE FOR
ALL STAKEHOLDERS, ESPECIALLY FOR WORKERS AND CONSUMERS, BY CONDUCTING PROACTIVE, DISCRETIONARY, AND SUSTAINABLE ACTIONS.
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SUSTAINABILITY, STRATEGY, SOCIAL RESPONSIBILITY, RETAIL CONSUMERS, MARKETING, SOSTENIBILIDAD, RESPONSABILIDAD SOCIAL, MARKETING, ESTRATEGIA, CONSUMIDORES
