Tendencies in Responsible Consumer Behavior: An Analysis in Spain

By José Luis Vázquez, Ana Lanero, María Purificación García and Jesús García.

Published by The International Journal of Sustainability in Economic, Social and Cultural Context

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Article: Print $US10.00
Article: Electronic $US5.00

The implications of corporate social responsibility for consumer behavior have represented a quite common topic in recent literature, main conclusions being that, while it is true that responsible initiatives may induce some consumer goodwill towards the organization, their effects are more complex than expected. In this context, the principal aim of this study is to analyze the impact of perceived sustainability in enterprises on consumer behavior, and correlate this data with the influence of socio-demographic variables in such behavioural pattern. To this end, self-reported data was collected from a total sample of 400 participants, selected by their representativeness in terms of gender and age group. Statistical analysis was used to identify the sustainable purchase habits of the consumers and to identify any significant patterns related to gender and age. Findings revealed that people were aware of companies’ socially responsible practices and it affected their decisions whether or not to purchase products. There were some differences in the behavior of individuals with different socio-demographic backgrounds. Limitations and implications of the study are discussed.

Keywords: Sustainability, Corporate Social Responsibility, Consumer Behaviour, Responsible Consumption, Spain

The International Journal of Social Sustainability in Economic, Social and Cultural Context, Volume 8, Issue 1, pp.87-94. Article: Print (Spiral Bound). Article: Electronic (PDF File; 254.044KB).

Prof. José Luis Vázquez

Professor, Department of Business Economy and Management, University of León, León, Spain

Prof. Ana Lanero

Assistant Professor, Department of Business Management and Economy, University of León, León, Spain

Prof. María Purificación García

Professor, Department of Business and Private Law, University of León, León, Spain

Prof. Jesús García

Professor, Department of Economy and Statistics, University of León, León, Spain