Influe ncia de las pr á cticas de responsabilidad social corporativa en la actitud del consumidor: an á lisis comparado de Mercadona, Carrefour y Eroski

• Autores: Pere Mercadé Melé, Sebastián Molinillo Jiménez , Antonio Fernández Morales
• Localización: European Journal of Family Business, ISSN-e 2444-8788, ISSN 2444-877X, Vol. 4, Nº. 1, 2014, págs. 73-88
• Idioma: español
• DOI: 10.24310/ejfbejfb.v4i1.5040
• Títulos paralelos:
  • Influence of the corporate social responsibility practices in the consumer attitude: a comparative analysis betwee n Mercadona, Carrefour and Eroski
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    La implantaci ó n de pr á cticas de Responsabilidad Social Corporativa (RSC) en las empresas es un tema relevante en los ú ltimos a ñ os. Entre las cuestiones analizadas destaca la importancia de correlacionar la RSC con el comportamiento de los clientes por la influencia que puede tener en los beneficios de las empresas. Si bien diferentes investigaciones han estudiado esta relaci ó n pre viamente, son pocos los trabajos que han tratado la influencia de la RSC percibida en la actitud del consumidor en el sector de la distribuci ó n comercial minorista de Espa ñ a y menos a ú n en un contexto de crisis econ ó mica.

    En esta investigaci ó n se analiza la relaci ó n entre la RSC percibida y la actitud del consumidor de los tres grupos empresariales del sector minorista con mayor facturaci ó n en Espa ñ a: la empresa familiar Mercadona y las ense ñ as Carrefour y Eroski.

    Los resultados corroboran que las acciones de RSC influyen de manera directa y positiva en la actitud del consumidor, por lo que la investigaci ó n contribuye a consolidar el conocimiento de la relaci ó n entre estas dos variables y orienta a los gestores hacia la implantaci ó n de pol í ticas de RSC para mejorar sus resultados.

  • English

    The practical implementation of Corporate Social Responsibility (CSR) in business has been an important issue in the recent years.

    Among the issues discussed, it is valuable to highlight the importance of CSR correlated with the customer behaviour which is related to the company profit.

    Although various studies have examined this relationship in the past, there were few researches dedicated to the perceived influence of CSR on a consumer attitude in the field of retail distribution in Spain, and par ticularly in the current context of economical crisis.

    This research examines the relationship between perceived CSR and consumer attitudes of three business groups with the highest retail sales in Spain: the Mercadona family business and the companies Car refour and Eroski.

    The results confirm that CSR actions have a direct and positive impact on consumer attitudes; hence this research contributes to consolidate the knowledge of the relationship between these two variables and provide guidance to managers t o implement CSR policy to improve their results.

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