International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Corporate Social Responsibility and the Marketing Strategy: Influence on the Customer’s Purchase Decision
Gloria Leticia Lopez Salazar

The objective of this study is to analyze the marketing mix impact and the consumer social responsibility level related to the willingness to pay higher price for products made by a CSR. A survey of Two hundred and seventy of the agro-food industry consumers took place on Celaya (Mexico). The results show the product, place and promotion strategies as a whole, as well as the consumer social responsibility, influences in a positive and significant way, on the consumer´s willingness to pay a higher price for products supported and manufactured by a company with a CSR strategy

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