An Empirical Study of Consumer Purchase Intention for Responsible Enterprises in Chile

Área de publicación Marketing
Tipo de publicación Working Papers
Lugar de publicación UAI
Fecha de publicación 2020
Autores Constanza Bianchi - Verónica Devenin - Valentina Reyes

There is a lack of research that focuses on consumer preference for purchasing from responsible enterprises, particularly in less developed countries. This study addresses this gap by examining the antecedents of consumer purchase intentions for products and services from responsible enterprises in Chile. Drawing on the theory of planned behavior (TPB), a conceptual model is developed, and hypotheses are tested with structural equation modeling (SEM). Data is collected from 200 Chilean consumers of B-Corps, a type of responsible enterprise. The findings reveal four main drivers that are related to consumers’ intention to purchase from responsible enterprises in Chile: (1) attitude towards purchasing from responsible enterprises, (2) perceived behavioral control, (3) consumer involvement in responsible enterprises, and (4) consumer environmental consciousness. These results show that the main drivers are mostly related to consumer intrinsic beliefs and motivations of being responsible with society and the environment. The findings of this study offer valuable insights to the literature on environmental management and are also useful for managers of responsible enterprises, and public policymakers.

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