Influence of Corporate Social Responsibility campaigns on the purchasing decisions of conscious consumers [Influencia de campañas de Responsabilidad Social Corporativa en las decisiones de compra de consumidores conscientes]
DOI:
https://doi.org/10.62574/rmpi.v5ieconomica.392Keywords:
social responsibility, consumers, communicationAbstract
Corporate social responsibility encourages companies to integrate ethical, social, and environmental practices, strengthening their reputation, consumer loyalty, and long-term stability. The main objective was to examine how CSR campaigns affect the purchasing decisions of conscious consumers in the fast food sector of the restaurant chain in the city of Ambato. The methodology used a mixed approach, combining qualitative and quantitative analysis of consumer surveys. The results indicate that most customers significantly value CSR initiatives, which is reflected in a preference and loyalty towards brands that promote ethical and sustainable practices. In fact, 77% of respondents consider these initiatives when purchasing, highlighting the key role of transparency and effective communication in purchasing decisions. Companies that highlight their social commitment manage to strengthen their relationship with their consumers.
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