The willingness to pay for cause related products: Empirical evidence from a conjoint analysis in Mexico

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-09-15T00:32:17Z
Fecha de publicación2018-01-01
ResumenMarketing 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.es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/3766
Idiomaenes_ES
EditorialElsevier BVes_ES
RelaciónContaduría y Administraciónes_ES
URL relacionadohttps://EconPapers.repec.org/RePEc:nax:conyad:v:63:y:2018:i:2:p:233-254es_ES
DerechosAcceso abierto (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_abf2es_ES
FuenteContaduría y Administración
Palabra claveConjoint analysises_ES
Palabra claveWillingness to payes_ES
Palabra claveCorporate social responsibilityes_ES
Palabra clavePreferencees_ES
Palabra claveBusinesses_ES
Palabra claveMarketinges_ES
Palabra claveSample (material)es_ES
Palabra clavePerceptiones_ES
Palabra claveAdvertisinges_ES
Palabra claveEmpirical evidencees_ES
Palabra claveSocial responsibilityes_ES
Palabra clavePrice premiumes_ES
ClasificaciónEnvironmental Sustainability in Businesses_ES
TítuloThe willingness to pay for cause related products: Empirical evidence from a conjoint analysis in Mexicoes_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorNúñez, Juan Bernardo Amezcua
AutorGarcía, Arturo Briseño
AutorRíos-Caro, Teresa Etelvina
AutorGaytán, Edgardo Arturo Ayala
AutorNúñez, Juan Bernardo Amezcuaes_ES
AutorGarcía, Arturo Briseñoes_ES
AutorRíos-Caro, Teresa Etelvinaes_ES
AutorGaytán, Edgardo Arturo Ayalaes_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número2es_ES
Rango de páginas233-254es_ES
URL relacionadahttps://EconPapers.repec.org/RePEc:nax:conyad:v:63:y:2018:i:2:p:233-254
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen63es_ES

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