El comportamiento del consumidor y la inversión socialmente responsable

Abstract

Citizens' concern about environmental, social, ethical and corporate governance issues is leading to certain changes in purchasing and consumption patterns. In this context companies are being forced to consider these aspects both in their overall performance and in the design and marketing of their products. In the case of the financial sector, the response to this new situation has been twofold: the emergence of the so-called ethical banking and the launching to the market of socially responsible and solidarity products by the conventional banking. This doctoral dissertation analyses consumers attitude and socially responsible behaviour, both in terms of their purchasing and consumption decisions and in relation to their savings and financial investment decisions. To achieve this goal, a survey of 415 Spanish consumers has been carried out and two statistical techniques have been applied: the technique of Conjoint Analysis and the technique of Structural Equation Modelling. The results allow us to identify and characterize different groups of consumers according to their socially responsible consumption. In addition, the intention to invest socially responsible and the variables that influence this intention have been analysed; as well as the preference structure of savers when choosing different types of financial saving deposits. Finally, some recommendations to public administrations and companies are proposed (especially to financial institutions and investment institutions) on the strategies to be followed to promote socially responsible consumption and investment behaviour.