Corporate Social Responsibility is important to attract customers

The Business Observatory of the University of Azuay, after doing a study, concluded that elements such as environment and ethics are the most valued by the Cuenca consumers.

Researchers at the Business Observatory of the University of Azuay determined that consumer behavior has taken a turn and that the price-quality ratio of the products they buy is no longer important.

Now customers take into account what companies do in terms of Corporate Social Responsibility, CSR, Environment and how they treat their employees, to, based on this, buy or not the product they develop.

In the surveys they conducted, a total of 400 to the Economically Active Population, PEA, determined that 41 percent of people buy with discretion in the responsible actions that companies have.

The study, which will be published in September in the second bulletin that studies textile companies, shows that the elements most valued by local consumers are: environment with 65 percent and ethics with 64 percent.

Although to a lesser extent, but still highly valued, there is the quality of working life with an 55 percent and the commitment to the community that is at an 53 percent.

For respondents by the observatory responsible marketing is important with a 29 percent. In conclusion, the study suggests that the PEA associates the elements such as ethics, quality of work life and environment with the actions of CSR.

"Hoping that the first beneficiaries of this action are workers, the environment and society in general," the study notes.

One of the researchers, Juan Francisco Álvarez, commented that the ethical behavior of companies is now an important point for competition in the market and that if they comply with CSR and this they make it known they will be creating more profitability for companies in the that work

Ximena Moscoso, coordinator of the center and Sub-Dean of the Faculty of Sciences of the Administration of the university, said that with these results there is the possibility for companies to improve their operations and services for their clients.

Also the training of a niche market of consumers who value actions in favor of sustainability that is currently unattended.

"All of this is based on a population with an interest in seeing more transparent companies with all their public, in the hands of greater awareness of the environment and the environment where they are encouraged," explains the study.

This shows how the price-quality ratio was left behind and shows that consumers now see the degree of social responsibility.

GENERAL INFORMATION
-Economic. Companies that serve CSR are better seen by customers and this generates loyalty.
-Important. A turn has taken consumer behavior and is no longer looking for price-quality, but responsibility.
-Alert. Ethics and respect for the environment were the most valued, as was respect for employees.

THE AMOUNT
55%
of the surveyed population says that companies must be responsible.