Effects of Corporate Social Responsability on consumer in the south ofTamaulipas

Abstract

Getting involved in CSR activities requires additional resources that, in some cases, diverts from
the business activity, so some retailers are reserved and behave carefully in relation to CSR actions,
as they still view their economic effects with uncertainty. The purpose of this work is to analyze
the influence of retailers´Corporate Social Responsability (CSR) on the perception and behavior of
consumers. Specifically, the effects of CSR on consumer trust, loyalty and willingness to pay were
analysed, as well as the relationship between the endogenous variables: trust on loyalty and loyalty
on willingness to pay. A covariance- based structural equation model (CV-SEM) was carried out
with data from 205 consumers. The results confirm important effects of CSR on consumer attitudes
that directly affect consumption. This study reinforces the idea that social responsibility initiatives
have an influence on the perception and behavior of consumers, the effect of this type of actions
enhaces trust toward the companies that carry them out, which leads in the medium and long term
to loyalty and willingness to pay a little more for the products they offer.