Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos

The literature is inconclusive on the influence of corporate social responsibility (CSR) initiatives on consumer behavior. This study examines the relationship between CSR and corporate abilities (CA) for Bogotá consumers. It also seeks to estimate willingness to pay by consumers according to the presence of each of these company management variables, and their trade-off in the act of purchasing. An experimental design study was performed using a discrete choice model to test the relationship between CSR and CA on consumer intention to purchase, and establish their willingness to pay (WTP) for specific social features. Some CSR initiatives, along with some CA, had a significant influence on socially responsible consumption and in the trade-off effect associated with the consumers WTP.