CORPORATE SOCIAL RESPONSIBILITY: STUDY OF CONSUMER BEHAVIOR IN THE BANANA SECTOR OF THE PROVINCE OF LOS RÍOS ECUADOR

Abstract

Corporate Social Responsibility (CSR) today has become a challenge for organizations of the future, since it generates an impact on the current economy due to the legal commitment that it exerts on its stakeholders to stimulate and promote their behavior, therefore, the banana sector of the province of Los Ríos-Ecuador was studied. The objective of the study was to determine whether the implementation of the corporate social responsibility model through ISO 26000 generates an impact on the consumer behavior of the banana sector. The main result revealed that the marketing process is the one that has an impact, and it was ruled out that it directly affects the consumer's purchase. It was concluded that all the companies that are immersed in the banana sector have implemented the ISO 26000 norm, therefore, it is a fundamental element for marketing with foreign countries, because it is classified as a foreign marketing policy.

Keywords: Corporate social responsibility, consumer behavior, banana sector.

References

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