Escala de medición de la responsabilidad social del marketing

María Matilde Schwalb Helguero, Iñaki García-Arrizabalaga

Resumen


Los principales problemas globales y las crecientes demandas sociales presionan al marketing para que asuma una mayor responsabilidad social. Esta presión ha ido de la mano con el creciente interés de la literatura por conocer la opinión del consumidor sobre la práctica del marketing. Existen estudios orientados a medir la actitud del consumidor hacia el marketing e instrumentos para monitorear su opinión sobre la responsabilidad social en general pero no se han medido sus expectativas sobre la responsabilidad social de la práctica del marketing y tampoco se conoce un instrumento ad-hoc para medirlas. El objetivo de este estudio es medir la responsabilidad social que el consumidor espera del marketing. Para ello se desarrolló una escala válida y confiable de cinco dimensiones y 22 ítems que se probó, mediante encuesta personal, en una muestra aleatoria y representativa de 488 consumidores limeños. En dos de sus dimensiones la valoración del consumidor resultó negativa. Adicionalmente, las variables sociodemográficas mostraron una relación débil con las valoraciones de las cinco dimensiones de la responsabilidad social del marketing. Se espera que los resultados de la aplicación de la escala orienten la práctica del marketing para identificar oportunidades de mejora del bienestar del consumidor y controlar los impactos negativos que sus actividades generan en la sociedad y en el medio ambiente.

Palabras clave


responsabilidad social del marketing; construcción de escalas; confianza del consumidor; bienestar del consumidor; prácticas engañosas de marketing.

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