Responsabilidad social corporativa al servicio de la salud: explorando sobre los intereses de los consumidores

Autores/as

DOI:

https://doi.org/10.24054/face.v23i2.2466

Palabras clave:

Alimentación saludable, comportamiento del consumidor, fast food, fidelización, responsabilidad social corporativa

Resumen

Constatados los efectos de la Responsabilidad Social Corporativa (RSC) en el comportamiento de los consumidores, se propone este estudio sobre su interés por la alimentación saludable y la importancia que otorgan al hecho de que las empresas del sector fast food integren acciones relacionadas en sus políticas de RSC. Para ello se implementa una metodología cuantitativa que se estructura en torno al desarrollo de una encuesta online entre una muestra de consumidores de fast food pertenecientes a la generación millennial. Los resultados confirman un alto interés por la alimentación saludable, así como por la integración de acciones que la promuevan dentro de las políticas y estrategias de RSC de las empresas del sector fast food. Así mismo, se confirma una correlación positiva y determinante entre ambas variables. Esto supone una importante aportación a los ámbitos académico y profesional, ya que el interés de los consumidores es una variable que puede ser analizada y gestionada por las organizaciones, dotándoles de una excelente herramienta respecto de la fidelización de los consumidores mediante la gestión de la percepción de sus políticas y estrategias de RSC.

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Publicado

2023-08-17 — Actualizado el 2023-06-15

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Cómo citar

Martínez Sala, A. M., Monserrat Gauchi, J., & Quiles Soler, C. (2023). Responsabilidad social corporativa al servicio de la salud: explorando sobre los intereses de los consumidores. FACE: Revista De La Facultad De Ciencias Económicas Y Empresariales, 23(2), 115–126. https://doi.org/10.24054/face.v23i2.2466 (Original work published 17 de agosto de 2023)

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