Influência do marketing social e práticas de RSE na intenção de compra dos millennials

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.6034

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Publicado: may. 16, 2018
Edição: v. 20 n. 35 (2018): (julio-diciembre)
Seção Artigos


Palavras-chave: Social marketing , corporate social responsibility , consumer behavior , millennial , semi-experimental Marketing social , Responsabilidad social corporativa , Millennials , Cuasi-experimental , intención de compra Marketing social , responsabilidade social corporativa , comportamento do consumidor , millennials , quase-experimental

Conteúdo do artigo principal

Autores

Irma Marcela Martínez Escareño Universidad de Monterrey
María Fernanda Casillas Rancurello Universidad de Monterrey
Carlos Manuel Núñez Alfaro Universidad de Monterrey
Angélica Dayana González Galindo Universidad de Monterrey
Andrea Elizabeth Aguilera Valdez Universidad de Monterrey
  Luis Portales Universidad de Monterrey
Resumo

A Responsabilidade Social Corporativa (RSC) é considerada como uma prática funcionalista que gera vantagens competitivas para as empresas. O marketing social é um programa que se encontra sob esta perspetiva, e que tem como interesse o minimizar ou eliminar qualquer efeito destrutivo, e maximizar qualquer benefício na sociedade, por meio do comportamento de compra. Os millenials têm sido influenciados por este tipo de programas, levando-os a ter
comportamentos ou intenções de compra orientadas à RSC e aos programas de marketingsocial. Tomando como base este contexto, a presente pesquisa identifica o nível de conhecimento de millenials mexicanos sobre as práticas de RSC que fazem determinadas empresas, assim como a forma em que são influenciados por programas de marketing social na sua intenção de compra. Levou-se a cabo uma metodologia quase-experimental que constou de cinco fases, através das quais se identificaram as intenções de compra dos participantes e as causas das mesmas. Através de grupos de enfoque se identificaram três tipos de consumidores millenials, dois mostraram ser sensíveis a práticas de RSC e marketing social, evidenciando o potencial que tem para consolidar-se como uma vantagem competitiva.

Biografia do Autor

Irma Marcela Martínez Escareño, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Santa Catarina, N.L., México. Email: marce.mtzes@gmail.com. Dirección postal: Av. Ignacio Morones Prieto 4500 Pte., 66238, San Pedro Garza García, N.L. México.

María Fernanda Casillas Rancurello, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: mafer.c93@gmail.com.

Carlos Manuel Núñez Alfaro, Universidad de Monterrey

Títulos académicos: Licenciado en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México; Especialidad en Marketing Internacional, Instituto de Estudios Bursátiles de Madrid, C/Alfonso XI, 6, 28014 Madrid. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: carlosnzo66@gmail.com.

Angélica Dayana González Galindo, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: andy_aguilerav@hotmail.com.

Andrea Elizabeth Aguilera Valdez, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: dayannagonnzalez@gmail.com
Como Citar
Martínez Escareño, I. M., Casillas Rancurello, M. F., Núñez Alfaro, C. M., González Galindo, A. D., Aguilera Valdez, A. E., & Portales, L. (2018). Influência do marketing social e práticas de RSE na intenção de compra dos millennials. Revista Universidad Y Empresa, 20(35), 251–280. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.6034
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