Abstract
Marketing campaigns aligned with Corporate Social Responsibility (CSR) practices are increasing as a strategy to reach brand differentiation and consumer preference. However, the challenge for many firms is to understand the impact of social and environmental campaigns in consumer’s perception and how these campaigns create economic and social value. Knowing that consumers make decisions based on several attributes, we use a conjoint analysis to determine the influence of CSR campaigns, brand, and price over purchase decisions. Data was collected online from a sample of Mexican consumers and was analyzed using panel data. From this sample we evaluate the direct and indirect effects of CSR campaigns in consumer preference, developing a method to map the preference increase in monetary terms. Our results show that consumers are willing to pay a premium price around 22% for leading brands if their products are associated with social campaigns and 10% for regular suppliers. This effect is not present in environmental campaigns. We prove that social campaigns create economic benefits for the firm, whereas society benefits from consumers’ participation in social campaigns.
© 2018, Facultad de Contaduría y Administración, Universidad Nacional Autónoma de México. All rights reserved. Publication of the article implies full assignment of property rights (copyright) in Journal of Contaduría y Administración. The publication mreserves the right to total or partial reproduction of the work in other print, electronic or any other alternative means, but always recognizing its responsibility.
License for Published Content
Unless otherwise stated, all contents of the electronic edition of the journal are distributed under a license and distribution "Creative Commons Attribution-Noncommercial 4.0 International" (CC-by). You can see from here the version of the license information. This circumstance must be expressly stated in this way when necessary.
Metadata License
The metadata of papers published by Contaduría y Administración are in the public domain, through the publisher's waiver of all rights to the work under copyright law worldwide, including all rights and related rights, to the extent permitted by law. You may copy, modify, and distribute the metadata, even for commercial purposes, without requesting permission.
