Lealtad a la marca como mediador entre la responsabilidad social y la intención de compra de calzado ecológico en jóvenes universitarios
Resumen
El estudio tiene como objetivo determinar el efecto de la lealtad a la marca como mediador entre Responsabilidad Social Corporativa (RSC) y la intención de compra de calzado ecológico en jóvenes universitarios. Se adoptó un enfoque cuantitativo, de alcance correlacional y de diseño no experimental transversal. Para el análisis, la información se recolectó mediante un cuestionario aplicado a 385 jóvenes universitarios, y fue examinada por medio del análisis factorial confirmatorio (AFC) y el modelo de ecuaciones estructurales (SEM, por sus siglas en inglés). Los resultados demostraron que la RSC y la lealtad a la marca impactaron positivamente en la intención de compra del consumidor. Además, se evidenció que la lealtad a la marca desempeña un papel mediador. Por esta razón, es importante diseñar estrategias de RSC auténticas y fortalecer la construcción de vínculos duraderos con los consumidores para que las marcas incrementen sus ventas y contribuyan al cambio social y ambiental.
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