The impact of social responsibility campaigns on consumer purchase decisions


  • 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


Buycotters, responsible consumption, social labelling, social responsibility campaigns


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.


Download data is not yet available.


Andrews, M., Luo, X., Fang, Z. & Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78(6), 120-142.

Asioli, D., Aschemann-Witzel, J., Caputo, V., Vecchio, R., Annunziata, A., Næs, T. & Varela, P. (2017). Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications. Food Research International, 99, 58-71.

Bailey, P., Pritchard, G. & Kernohan, H. (2015). Gamification in market research: increasing enjoyment, participant engagement and richness of data, but what of data validity? International Journal of Market Research, 57(1), 17-28.

Carrero, I., Valor, C. y Redondo, R. (2015). Los determinantes de la compra de productos con etiquetas de contenido social y ambiental. CIRIEC-España, Revista de Economía Pública, Social y Cooperativa, (83).

Carrete, L., Castaño, R., Felix, R., Centeno, E. & González, E. (2012). Green consumer behavior in an emerging economy: confusion, credibility, and compatibility. Journal of consumer marketing, 29(7), 470-481.

Cechanowicz, J., Gutwin, C., Brownell, B. & Goodfellow, L. (2013, October). Effects of gamification on participation and data quality in a real-world market research domain. In Proceedings of the first international conference on gameful design, research, and applications (pp. 58-65). ACM.

Crawford, E. (2018). Consumers will embrace brands that “do the right thing,” AF & Co. trendologists predict. Recuperado el 6 de Diciembre de 2018 de:

Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D. & Taylor, E. (2010). Consumer behavior in a multichannel, multimedia retailing environment. Journal of Interactive Marketing, 24(2), 86–95.

Dueñas Ocampo, S., Perdomo-Ortiz, J., & Castaño, L. E. V. (2014). El concepto de consumo socialmente responsable y su medición. Una revisión de la literatura. Estudios Gerenciales, 30(132), 287-300.

Edelman, R. (2018). The new Brand democracy. Recuperado el 6 de diciembre de 2018 de:

Euromonitor (2019). Reporte Euromonitor: Top 10 Global Consumer Trends 2019. Recuperado el 7 de mayo de 2019 de:

GFK (2015). Global GFK Survey. Environmental values and ethical shopping. Recuperado el 15 de Abril de 2019 de:

Hong, C. (2018). Boycotting or Buycotting? An Investigation of Consumer Emotional Responses towards Brand Activism. Recuperado el 15 de Abril de 2019 de:

Kemper, J. A. & Ballantine, P. W. (2017). 2-G: Brand Activism in the Age of Resistance: What Does It Mean? En: Gneezy, A., Griskevicius, V. & Williams, P. (eds), Advances in Consumer Research Volume 45 (pp. 1038-1038). Duluth, MN: Association for Consumer Research. Recuperado de:

Kim, J. C., Park, B., & Dubois, D. (2018). How Consumers’ Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods. Journal of Marketing, 82(6), 132–149.

Kotler, P. & Sarkar, C. (2017). Finally, Brand Activism! The Marketing Journal. Recuperado de en diciembre de 2018 de:­ brand­activism­philip­kotler­and­christian­sarkar/

Lacasse, K. (2016). Don't be satisfied, identify! Strengthening positive spillover by connecting pro-environmental behaviors to an “environmentalist” label. Journal of Environmental Psychology, 48, 149-158.

Lancelot Miltgen, C., Pantin Sohier, G., & Grohmann, B. (2016). Communicating sensory attributes and innovation through food product labeling. Journal of food products marketing, 22(2), 219-239.

Loureiro, M. L., & Lotade, J. (2005). Do fair trade and eco-labels in coffee wake up the consumer conscience? Ecological economics, 53(1), 129-138.

Nielsen (2018). Reporte Nielsen: Unpacking the Sustainability Landscape. Recuperado el 15 de Abril de 2019 de:

Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2015). Why eco‐labels can be effective marketing tools: Evidence from a study on Italian consumers. Business Strategy and the Environment, 24(4), 252-265.

Webster Jr, F. E. (1975). Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 2(3), 188-196.

Zadek, S., Lingayah, S., & Forstater, M. (1998). Social labels: Tools for ethical trade. London: New Economics Foundation.



How to Cite

de la Peña de León, A., Amezcua Núñez, B., & Saucedo Soto, J. M. (2021). The impact of social responsibility campaigns on consumer purchase decisions. Responsibility and Sustainability, 6(1), 32–40. Retrieved from



Original Articles