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Influence of corporate social responsibility on consumers’ shopping behavior and determining competitive posture of the firm

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Abstract

Corporate social responsibility (CSR) has become one of the firms’ priorities and has increasingly become a determinant for consumer shopping behavior. Since the 1950s, authors have been providing definitions for CSR and, interestingly, it has evolved into an integral mindset. Consumers have become more interested in firms’ actions and have, in turn, begun to strongly consider them in their purchasing decision making; yet, a lack of full awareness of what CSR entails, strong brand loyalty and the absence of information regarding firms’ CSR engagement are aspects that halt Mexican consumers from being highly influenced by CSR in such a degree as to alter shopping behavior. This study contributes to the understanding of consumer shopping behavior at retailing firms based on their involvement in CSR practices, by providing insights regarding consumer indifference.

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1received a Bachelor’s degree in Business Management from the Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico City Campus. Her work experience includes teaching and consulting, and she is currently a doctoral student and assistant researcher at the EGADE Business School, Mexico City Campus, majoring in administrative sciences. Her research areas of interest include corporate social responsibility, marketing strategy and consumer behavior.

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Fernández, A., Rajagopal Influence of corporate social responsibility on consumers’ shopping behavior and determining competitive posture of the firm. J Market Anal 1, 222–233 (2013). https://doi.org/10.1057/jma.2013.18

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  • DOI: https://doi.org/10.1057/jma.2013.18

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