Corporate social responsibility and millennial consumer loyaltyexploring their relationship regarding healthy eating in the fast food sector

  1. Alba-María Martínez-Sala 1
  2. Juan Monserrat-Gauchi 1
  3. Carmen Quiles-Soler 1
  1. 1 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

Revista:
El profesional de la información

ISSN: 1386-6710 1699-2407

Año de publicación: 2023

Título del ejemplar: Political polarization

Volumen: 32

Número: 6

Tipo: Artículo

DOI: 10.3145/EPI.2023.NOV.13 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

La industria alimentaria ha realizado importantes inversiones para promover una alimentación saludable como parte de un estilo de vida activo. Estas acciones suelen formar parte de las estrategias de Responsabilidad Social Corporativa (RSC) de las empresas con una doble finalidad: social y empresarial. La RSC se construye sobre una red de relaciones entre las empresas y sus stakeholders. Esto implica que una percepción positiva de las iniciativas de RSC influye en la confianza y lealtad de estos últimos hacia las empresas. A partir de la relación constatada entre la percepción de la RSC, el comportamiento de los stakeholders y su valoración de la empresa, esta investigación propone y verifica un modelo conceptual sobre la incidencia de la percepción de la RSC en la fidelización de los consumidores, en un contexto y respecto de un público de especial relevancia: la alimentación saludable y los consumidores millennials. La metodología de carácter cuantitativo se basa en un modelo de ecuaciones estructurales (SEM) que se desarrolla a partir de los resultados provenientes de 500 encuestas online. El estudio también evalúa la influencia de otras variables: el interés de los consumidores por las iniciativas de RSC de las empresas de fast food relacionadas con la alimentación saludable (INTEREST) y la comunicación de estas actuaciones a través de los medios sociales (COMMUNICATION). Pero, a diferencia de investigaciones anteriores, se trata de variables que pueden ser condicionadas por las empresas. Los resultados confirman la relación respecto de la RSC en términos generales, no así en el ámbito de la alimentación saludable. En este, la relación constatada está condicionada por las variables moderadoras. De manera específica se verifica que la comunicación de acciones de RSC influye en la evaluación de la empresa sólo cuando los clientes tienen un interés previo en este tipo de iniciativas y cuando existe una correcta comunicación de la RSC en los medios sociales. Se confirma igualmente que la gestión de la comunicación incide negativamente en la relación si no se desarrolla correctamente. Esta investigación apoya la corriente académica que promueve la RSC como una inversión que beneficia tanto a la empresa como a la sociedad.

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