Abstracts
Resumen
Aunque la comunicación de empresa socialmente responsable (CESR) puede afectar la percepción de los consumidores sobre la ética corporativa e influir en sus decisiones de compra y consumo, también puede ser percibida como greenwashing. Con base en la teoría de señalización, proponemos que la pertenencia a redes alternativas de alimentación (RAAs) modera la forma en que la percepción de la CESR impacta la confianza de marca. Usando un diseño experimental de tipo transversal, y escalas tipo Likert en modelos de ecuaciones estructurales, encontramos que las personas pertenecientes a RAAs desarrollan una mayor confianza de marca ante la señal de CESR. Esta investigación contribuye a entender mejor la transformación del consumidor hacia un consumo más sostenible.
Palabras clave:
- Comunicación de Empresa Socialmente Responsable (CESR),
- Redes Alternativas de Alimentación (RAAs),
- Confianza de Marca
Résumé
Bien que la communication d’entreprise socialement responsable (CESR) puisse affecter les perceptions des consommateurs en matière d’éthique d’entreprise et influencer leurs décisions d’achat et de consommation, elle peut également être perçue comme du greenwashing. Sur la base de la théorie de la signalisation, nous proposons que l’appartenance à des réseaux alimentaires alternatifs (RAAs) modère la façon dont les perceptions du utilisant un plan expérimental transversal et des échelles de type Likert dans des modèles d’équation structurelles, nous constatons que les individus appartenant à des RAA développent une plus grande confiance dans la marque face au signal du CESR. Cette recherche contribue à une meilleure compréhension de la transformation des consommateurs vers une consommation plus durable.
Mots-clés :
- Communication d’Entreprise Socialement Responsable (CESR),
- Réseaux Alimentaire Alternatifs (RAAs),
- Confiance dans la Marque
Abstract
Although socially responsible business communication (SRBC) can affect consumers’ perceptions of corporate ethics and influence their purchasing and consumption decisions, it can also be perceived as greenwashing. Based on signaling theory, we propose that membership in alternative food networks (AFNs) moderates how the perception of SRBC impacts brand trust. Using a cross-sectional experimental design, and Likert-type scales with structural equation modeling, we find that individuals belonging to AFNs develop a higher brand trust in the face of SRBC signaling. This research contributes to a better understanding of consumer transformation towards a more sustainable consumption.
Keywords:
- Socially Responsible Business Communication (SRBC),
- Alternative Food Networks (AFNs),
- Brand Trust
Appendices
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