¿Actitudes de Anti-Consumo y Venganza? Cuando las Empresas Socialmente Responsables Fallan
Palabras clave:
rsc, Actitudes, Anti-consumo, Venganza, MediaciónResumen
Este trabajo analiza las actitudes de anti-consumo, a partir del incumpli- miento de las Empresas percibidas como Socialmente Responsables. El objetivo es comprobar el efecto mediador de las actitudes de anti-con- sumo en la relación entre la RSC percibida y la venganza. Se realizó un modelo de mediación con 475 consumidores, a través de la técnica de ecuaciones estructurales. Los resultados sugieren que, para resolver las actitudes de anti-consumo, las empresas deberían ejercer actividades de RSC y evitar una venganza del consumidor mediante la mala publi- cidad con alcance en redes sociales. El efecto mediador de la escala de anti-consumo es confirmado.
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