El efecto mediador de la norma subjetiva en la relación RSC-warm glow. Una aproximación al análisis de universitarios millennials mejicanos
DOI:
https://doi.org/10.33571/teuken.v10n14a2Palabras clave:
rsc, norma subjetiva, warm glow, consumidores millennialResumen
El warm glow se refiere al beneficio percibido, disfrute y satisfacción a partir del consumo socialmente responsable. Existen variables del comportamiento que pueden incrementar el warm glow en culturas colectivistas como Méjico. Una de estas variables es la norma subjetiva. El objetivo del estudio fue confirmar los efectos catalizadores de la norma subjetiva en la relación Responsabilidad Social Corporativa - warm glow. Para ello se encuestó a 337 universitarios millennials mejicanos de una escuela de negocios. Se reprodujo una regresión con mediación que confirma la construcción de un warm glow motivado por la percepción de la Responsabilidad Social Corporativa y la norma subjetiva; siendo esta última la variable mediadora. Los resultados muestran que el poder explicativo de la Responsabilidad Social Corporativa se incrementa mediante la norma subjetiva para explicar el warm glow.Métricas de artículo
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