Impacto de la Responsabilidad Social Empresarial en la decisión de compra en los estudiantes universitarios de la ciudad de Cuenca

Abstract

This research aims to analyze university student’s perception of their knowledge and stance on Corporate Social Responsibility (CSR). For this purpose, a stratified sampling method was used; correlational techniques were employed, and a survey was administered to evaluate five key areas related to CSR in companies in Cuenca. The results showed a positive and statistically significant correlation, with a confidence level of 99% and a margin of error of 1%. The dimensions with the highest correlations were economic, political, environmental, and service, indicating that these factors are decisive in students' purchasing decisions. This suggests that university students value these aspects when choosing products or services from a company, highlighting their influence on purchasing decisions and evaluating corporate responsibility and sustainability.