Purpose The purpose of this paper is to examine the influence of consumers’ perceived corporate social responsibility (CSR). The aim is to provide insight into the effect of perceived CSR on purchase intention (short-term effect) and corporate reputation (long-term effect), whilst considering the role of brand image, satisfaction (affective and cognitive) and brand loyalty. Design/methodology/approach The sample comprised 429 consumers selected using non-probabilistic sampling with age and gender quotas. Confirmatory factor analysis was used to validate the measurement model. Structural equation modelling was used to validate the research hypotheses. Findings All direct and mediated influences in the model were significant, except for the effects of perceived CSR on affective satisfaction. Thus, the proposed causal chain is valuable to understand how perceptions of CSR influence purchase intention and perceived reputation. Research limitations/implications Perception is considered a dual phenomenon (cognitive and affective). It would be advisable to consider both dimensions in the future. The same is true of affective satisfaction. Originality/value Direct and mediated relationships that have previously been studied separately are considered together in a single model. This approach provides a better understanding of how perceived CSR influences purchase intention and reputation.

El presente trabajo se enmarca dentro de los Estudios sobre Consumo Responsable iniciados en forma conjunta por tres universidades nacionales en 2011: UNER-UNL-UNC. Tiene por objetivo medir el nivel de conciencia, compromiso y de acción de las generaciones más jóvenes respecto del consumo de agua, energía, reciclaje, donaciones y de la compra en general. En este sentido, el trabajo se  centra en el componente conativo de la actitud del segmento estudiado, considerando los diferentes perfiles de jóvenes universitarios, poniendo en evidencia determinadas contradicciones entre el decir y el hacer. El estudio cualitativo consistió en dinámicas grupales utilizando la técnica de collage para profundizar conceptos sobre consumo responsable, sociedad y ecología. En el cuantitativo, por medio de un cuestionario semiestructurado y a partir de una muestra de más de 400 casos de estudiantes universitarios de ambos sexo, se indagó sobre los estilos de vida de los jóvenes y también sobre los estilos de conductas responsables y sus acciones de consumo. Los hallazgos del estudio muestran que los jóvenes lejos de hacer la revolución para transformar la sociedad, van forjando valores y conductas más proambiente fruto de la educación recibida. Las decisiones de consumo no son siempre racionales y conscientes, con diferencias de comportamientos según los estilos de vida donde los grupos más acorde con un estilo de consumo responsable son las jóvenes “Equilibradas” y “Workaholic” y de los jóvenes “Activistas” y “Luchadores”.

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The purpose of this study is to analyse the credibility of the content of the message and that of news stories about environmental problems, comparing the cases of Argentina and Spain. Its novel contribution is that it also analyses credibility according to the generation to which the informant belongs. In Argentina, information was compiled by means of an online survey (N Argentina = 450), whereas in Spain the same survey was conducted by interviewers (N Spain = 493). Low levels of credibility were found for the contents of messages about environmental problems and also for the news stories and narratives generated around them. Significant differences were noted between Argentina and Spain in relation to the credibility of the content of the message (which is greater in Argentina) but not in the credibility of news stories about environmental problems. In contrast to expectations, no generational differences were found in the two countries with regard to either type of credibility. This paper discusses the implications of the lack of generational segmentation as well as the low levels of credibility detected.

En la sociedad posmoderna, el consumo como fenómeno social, tieneconsecuencias dentro y fuera de la esfera individual. Las decisiones deconsumo pertenecen al tipo de acciones que pueden ser libremente elegidas.En dicho acto, las personas manifiestan sus valores éticos, ecológicos ysolidarios.El objetivo de esta investigación empírica es conocer la autopercepción delas personas en cuanto a su rol de consumidores, con el propósito de tener un diagnóstico sobre las actitudes y comportamientos frente al consumo de los ciudadanos argentinos y uruguayos. Por otra parte, la intención es actuar como un disparador del debate académico, pedagógico y profesional respecto de las acciones de marketing responsable que hacen las empresas. Los resultados muestran los once factores principales explicativos de las decisiones de compras y el grado de conciencia y actitud ante la sociedad de consumo en cuatro tipologías o clúster, en más de 11 localidades

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PurposeThis study verifies the influence of the dimensions of corporate social responsibility (CSR) practices and consumer involvement on the identification of the individual with the company and the corporate reputation, moderated by the product category.Design/methodology/approachA covariance-based structural equation modelling is used to test the model, using a sample of 568 Argentine consumers. A multigroup analysis is employed to assess the moderating effect of the product category.FindingsCSR practices have heterogeneous influence based on their dimension, and this influence is moderated by the product category. Accordingly, environmental practices promote consumer identification with the company, whereas those economically oriented have a direct influence on reputation. In contrast, social practices contribute to reputation if they are connected to the business model.Research limitations/implicationsThe study is focussed on Argentina, analysing two product categories (laptops and financial services for final consumers) and using a large, but not strictly random, sample. In order to mainstream the results, it would be relevant to replicate the proposed model in other countries and with other product categories.Originality/valueIt provides information about the perception of consumers regarding the CSR practices from a multi-dimensional perspective, since they have an uneven effect on identification of consumer with the company and corporate reputation due to the moderating effect of the product category. The findings of this study may be relevant for managers of technology and banking service companies.

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