Análisis de la influencia de la responsabilidad social empresarial en el comportamiento de compra del consumidor en la industria láctea.

Abstract

The present investigation called "Analysis of the influence of corporate social responsibility on consumer purchasing behavior in the Dairy Industry" aimed to know if CSR has impacted the purchase decision of the inhabitants of the city of Guayaquil at the time to select a brand of dairy products, for which a mixed research methodology was applied, through which it was possible to determine the importance of CSR, in addition, that this concept is already known to a large percentage of the target audience, mainly from the generation with a higher educational and socioeconomic level. Therefore, the factors that affect the purchasing behavior of the consumer of the Dairy Industry were established, where it was found that when the company focuses on society, environment, internal work environment and sustainable production techniques, the consumer increases their acceptance of the brand.