Measuring socially responsible consumption: a study of Colombia–Mexico

Purpose The purpose of this paper is to find evidence of construct validity in a Mexican population for a socially responsible consumption (SRC) measurement scale originally proposed for Colombia. Design/methodology/approach Using a quantitative approach and a correlational scope, factorial invariance and differential item functioning analyses were performed on the SRC measurement scale based on data from 323 Colombian graduate students and 456 Mexican students. Findings The empirical evidence confirms that the factor structure of the SRC measurement scale applied in Colombia remains valid in the Mexican context. Research limitations/implications Limitations pertain to the attitudinal measurement scale and the non-representativeness of the chosen samples. Practical implications When identifying a structure for SRC, particularly considering the formulation of marketing strategies and business reputation, companies should consider the new criteria of buying consumption. Originality/value For the first time in Latin America, an SRC measurement scale is constructed, and its construct validity is evaluated for two countries: Mexico and Colombia. The authors thus provide empirical evidence for the hypothesis that SRC measurement is contingent on the expression of measurement considering the socioeconomic and cultural context in which the study is conducted. Propósito Buscar evidencia de validez de constructo en una población mexicana para la escala de medida del Consumo Socialmente Responsable (CSR) propuesta para Colombia. Diseño/metodología/enfoque Con un enfoque cuantitativo y alcance correlacional se realiza un análisis de invarianza factorial y de funcionamiento diferencial del ítem (DIF), de la escala de medida del CSR en 323 estudiantes de posgrado colombianos y 456 mexicanos. Hallazgos La evidencia empírica confirma que la estructura factorial de la escala de medida del CSR aplicado en Colombia se mantiene en el contexto mexicano. Limitaciones de la investigación/implicaciones Las propias de las escalas de medida actitudinal y de la no representatividad de las muestras elegidas. Implicaciones prácticas Cuando se identifica una estructura de un CSR, las empresas en la formulación de estrategias de mercadeo y reputación empresarial, deben considerar los nuevos criterios de compra de consumo. Originalidad/valor Por primera vez en Latinoamérica se construye una escala de medida del CSR y se realiza una validez de constructo considerando dos países como lo so