La RSE como ventaja competitiva: estudio sobre su influencia en el comportamiento de los consumidores

Corporate Social Responsibility has become a competitive advantage in the market, thanks to the fact that consumers value to a greater extent the contribution of companies to their community and natural environment, transforming it into a factor that influences consumer behavior and their image, making it a successful strategy. For these reasons, the objective was established to analyze the influence of Corporate Social Responsibility on perceived value, engagement, and purchase intention, since these are decisive variables in consumer behavior. Therefore, exploratory research with a quantitative approach was carried out, using a theoretical model of relationships on a sample of 384 consumers of hypermarkets in El Oro (province of Ecuador), contrasted through a structural equation model SEM with PLS 3 and IBM SPSS. The results revealed that Corporate Social Responsibility has a positive influence on consumers, because it allows them to gain a reputation that is reflected through positive perceptions by them, giving way to generate a mutual engagement that influences their purchase intention. Thus, it was concluded that Corporate Social Responsibility should be the object of investment by hypermarkets, for its development and application as a long-term strategic decision, aimed at strengthening their corporate image and fostering lasting relationships, which will allow them to find the desired success in the current and future market. Responsabilidad Social Empresarial se ha convertido en una ventaja competitiva en el mercado, gracias a que los consumidores valoran en mayor medida la contribución de las empresas hacia su comunidad y entorno natural, transformándola en un factor de incidencia sobre el comportamiento de los consumidores y su imagen, convirtiéndose en una estrategia exitosa. Por estos motivos, se estableció como objetivo, analizar la influencia de la Responsabilidad Social Empresarial sobre el valor percibido, compromiso e intención de compra, debido a que son variables decisivas en el comportamiento del consumidor. Por lo que se realizó una investigación exploratoria de enfoque cuantitativo, empleando un modelo teórico de relaciones sobre una muestra de 384 consumidores de hipermercados de EL Oro (provincia del Ecuador), contrastado a través un modelo de ecuaciones estructurales SEM con PLS 3 e IBM SPSS. Los resultaros revelaron que la Responsabilidad Social Empresarial influye positivamente en los consumidores, debido a que le permite ganar