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JOURNAL OF LEADERSHIP, ACCOUNTABILITY AND ETHICS

The Influence of Corporate Social Responsibility on Peruvian´s

Consumers Purchasing Behavior

Author(s): Percy Marquina

Citation: Percy Marquinar, (2010) "The Influence of Corporate Social Responsibility on Peruvian´s

Consumers Purchasing Behavior," Journal of Leadership, Accountability and Ethics, Vol. 8, Iss. 2, pp. 70 - 79

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Corporate social responsibility (CSR) has gained momentum worldwide. This research examines the

relationship among corporate associations, CSR and corporate ability on Peruvian consumers’ behavior.

The major focus of the study is to determine the influence of CSR on consumers purchasing behavior. In

an attempt to measure it in terms of their intent to purchase and establish how much they are willing to

pay for specific social features, a discrete choice modeling experiment and binary logit model is used.

The experiment used a stratified random sample of 120 Peruvian consumers. The findings provide

empirical validation of the positive relationship between CSR and Peruvian consumers’ behavior in the

purchasing of athletic shoes in Lima, Perú. The results demonstrate that the effects of CSR are much

stronger than that of corporate ability.