Ética corporativa y precio justo percibido, el binomio estratégico para el consumo responsable
DOI:
https://doi.org/10.18046/j.estger.2021.160.4098Palabras clave:
responsabilidad corporativa ética, precio justo, consumidoresResumen
La responsabilidad corporativa ética eleva la percepción de justicia en los precios de los productos adquiridos. El propósito de este artículo fue confirmar dicha premisa como predictora de la intención de recompra socialmente responsable. Se analizaron las percepciones de 153 consumidores con poder adquisitivo restringido, que declararon comprar productos de empresas con responsabilidad ética. El efecto del precio justo percibido se demostró en una mediación total para explicar las intenciones de recompra socialmente responsables.
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