El papel de la responsabilidad social corporativa y la imagen corporativa en las intenciones de consumo deportivo responsable
DOI:
https://doi.org/10.47197/retos.v83.118436Palabras clave:
Responsabilidad social empresarial (RSE), imagen corporativa, consumo sostenible, conciencia ambiental, economías emergentesResumen
Introducción: El concepto de responsabilidad social e imagen corporativa sostenible ha cobrado creciente relevancia en los últimos años, especialmente ante el cambio climático y la creciente demanda de consumo responsable.
Objetivo: Examinar el papel de la Responsabilidad Social Empresarial y la imagen corporativa en la conformación de intenciones de consumo deportivo responsable en Chile.
Metodología: Se realizó una encuesta en línea con 465 consumidores y los datos se analizaron utilizando el enfoque de modelado de ecuaciones estructurales (PLS-SEM).
Resultados: Los resultados revelan que la imagen corporativa ejerce una mayor influencia en la intención de compra responsable en comparación con la Responsabilidad Social Empresarial, mientras que la Responsabilidad Social Empresarial impacta significativamente en la percepción de la imagen corporativa.
Discusión: Estos resultados mejoran la comprensión teórica al mostrar cómo la RSE fomenta indirectamente el consumo responsable a través de la construcción de una imagen, particularmente en las economías.
Conclusiones: Desde una perspectiva práctica, el estudio proporciona información práctica para las organizaciones que buscan diseñar estrategias de sostenibilidad eficaces, fortalecer la confianza del consumidor y promover comportamientos ambientalmente responsables. Al abordar esta brecha, la investigación destaca la importancia de integrar la Responsabilidad Social Empresarial y la imagen corporativa como impulsores clave para promover prácticas sostenibles y el comportamiento del consumidor en regiones subrepresentadas.
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Derechos de autor 2026 Jessica Müller Pérez, Jorge Suarez Campos, Rina Álvarez Becerra, Elena Cachicatari-Vargas
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