Influence of demographic variables and corporate social responsibility on the purchasing behavior of Colombians.

Abstract

This study aims to determine the influence that demographic variables, combined with Corporate Social Responsibility (CSR) programs, could have on Colombian consumers' willingness to purchase products from companies engaging in such practices. It evaluates dimensions such as environmental care, social/ethical care, and treatment of employees, considering demographic variables such as gender, age, level of education, and occupation. The research conducted was conclusive with a quantitative scope, and measurement was based on a battery of attitudinal phrases corresponding to CSR. Analysis was carried out through logistic regressions. The study found a greater contribution from the three dimensions of CSR, with the environmental variable having the highest participation, followed by the social and ethical variables, and a low percentage contribution from demographic variables. This suggests that it is feasible to construct a model of influence with the dimensions of CSR programs on willingness to pay more, but not in the same way for the influence of demographic variables.