Influence of Religiosity, Subjective Norm, and Perceived Consumer Effectiveness on Socially Responsible Consumption
Journal Title: Revista CEA - Year 2021, Vol 7, Issue 14
Abstract
This study analyzes the influence of consumer religiosity, subjective norm, and perceived effectiveness on the intention to purchase socially responsible products. It applied empirical research based on a questionnaire administered to 485 participants in Colombia and Spain (divided in equal proportions). To evaluate the results, a structural equation model was created based on the Partial Least Squares (PLS) technique. The results of the two countries presented similarities; more specifically, religiosity influences the dimensions of responsible consumption in both places. In addition, the importance of the subjective norm in this type of consumption was confirmed. However, the hypothesis that related perceived consumer effectiveness and this kind of purchase was not supported. These results show the importance of the role of religiosity in responsible consumption intentions, mainly due to its symbolic and socializing function as an element of acculturation and expression of identity. Likewise, this paper expands the theory of planned behavior because it explores the subjective norm in this type of purchase. Further studies in this area should investigate responsible consumption and the factors that influence it and propose marketing strategies to strengthen it in favor of the environment, society, and the finances of organizations.
Authors and Affiliations
Juan Camilo Mejía, Rafael Currás-Pérez, Carlos Manuel Córdoba-Segovia
Keywords
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