O impacto das campanhas de responsabilidade social nas decisões de compra do consumidor

Autores

  • 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

Palavras-chave:

Buycotters, campanhas de responsabilidade social, consumo responsável, rótulos sociais

Resumo

Cada vez mais consumidores são informados antes de escolher um produto no mercado; Por isso, as empresas assumiram a tarefa de apresentar informações relevantes não apenas em campanhas publicitárias, mas também nas embalagens, embalagens e/ou rótulos de seus produtos. Esta pesquisa de tipo misto visa analisar as atitudes do consumidor mexicano em relação às campanhas de responsabilidade social (RS) implementadas pelas empresas e o nível de conhecimento que eles têm de rótulos considerados socialmente responsáveis ​​(por exemplo, comércio justo, livre de crueldade animal, etc.). Nossos achados indicam que, graças às redes sociais, os jovens são os que mais conhecem as campanhas de RS; Da mesma forma, o rótulo mais conhecido é aquele que identifica os produtos como livres de crueldade animal. Este estudo reforça a importância de projetar campanhas de comunicação de marketing atrativas e claras, a fim de alcançar um maior alcance do público-alvo. bem como a importância de educar o consumidor para que ele saiba analisar as informações contidas nos rótulos dos produtos.

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Publicado

2021-12-22

Como Citar

de la Peña de León, A., Amezcua Núñez, B., & Saucedo Soto, J. M. (2021). O impacto das campanhas de responsabilidade social nas decisões de compra do consumidor. Responsibility and Sustainability, 6(1), 32–40. Recuperado de https://responsibility-sustainability.org/index.php/R-S/article/view/82

Edição

v. 6 n. 1 (2021)

Seção

Original Articles

Licença

Copyright (c) 2022 Creative Commons License CC-BY-NC-ND

Creative Commons License
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.