Responsabilidad social corporativa al servicio de la salud: explorando sobre los intereses de los consumidores
DOI:
https://doi.org/10.24054/face.v23i2.2466Palabras clave:
Alimentación saludable, comportamiento del consumidor, fast food, fidelización, responsabilidad social corporativaResumen
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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