Responsabilidad social empresarial y el comportamiento de compra de los consumidores de supermercados de la ciudad de Manta.

Abstract

The main problem of this research lies in the lack of knowledge about how Corporate Social Responsibility (CSR) influences the purchasing behavior of supermarket consumers in the city of Manta, especially in terms of their perception and orientation towards CSR. Despite the growing importance of CSR in business management and its potential to affect purchasing decisions, it is unknown whether consumers in Manta make their purchases consciously with respect to corporate social responsibility or if their decisions are rather oriented towards tangible aspects such as the quality and price of the products. The objective of the research was to determine the relationship that exists between corporate social responsibility and the purchasing behavior of supermarket consumers in the city of Manta. The research was carried out as a fundamental study, with a non-experimental and correlational design, and was carried out at a single time point. The population was made up of 198,558 inhabitants aged 15 years and older from the city of Manta. The sample was 384 users, and the sampling was probabilistic, that is, any element can be part of the sample. The results of the research demonstrated that there is no direct and significant relationship between corporate social responsibility and the purchasing behavior of supermarket consumers in the city of Manta.