DIMENSIONS OF CORPORATE SOCIAL RESPONSIBILITY AS DETERMINATES OF PURCHASE PREFERENCE OF CONSUMERS IN THE SOFT DRINK INDUSTRY IMENSIONES DE LA RESPONSABILIDAD SOCIAL EMPRESARIAL COMO DETERMINANTES DE LA PREFERENCIA DE COMPRA DE LOS CONSUMIDORES EN LA INDUSTRIA REFRESQUERA

Zochitl Araiza Garza, Veronica de Leon Estavillo, Martha Carolina Sierra Herrera and Virginia Hernandez Mijares

Revista Internacional Administracion & Finanzas, 2020, vol. 13, issue 2, 27-36

Abstract: Corporate social responsibility (CSR) is considered an important part of a company's business. Increasing numbers of customers expect firms to contribute to the common good. Thus, from a strategic perspective it is convenient to know the perception of consumers regarding this topic. This article identifies which dimensions of CSR (economic, legal, ethical and philanthropic) explain the purchase preference of consumers in the soft drink industry. The methodology used is quantitative and transversal. The process involved collecting data from consumers of the soft drink industry in the central region of the state of Coahuila, in Mexico. We applied a structured questionnaire to a sample of 217 consumers. Information analysis was performed through SPSS statistical software using a multiple linear regression model. The model explained 28.6% of the variability of consumer support for the soft drink company, based on the economic dimensions of corporate social responsibility.

Keywords: Corporate Social Responsibility; Purchase Preference of Consumer; Soft Drink Industry (search for similar items in EconPapers)
JEL-codes: M14 (search for similar items in EconPapers)
Date: 2020
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