Keywords
consumer behavior
sustainability
perception
dissonance
Abstract
This research project analyzes the influence of Corporate Social Responsibility (CSR) on consumer behavior, aiming to understand how perceptions of companies’ 3Pedagoga. Técnica de proyectos, Casal dels Infants, A.S.B.– España, ximenaibaneur@gmail.com. 2Profesional en Psicología, Profesional Universitario de Beneficios en Banco Agrario de Colombia - Colombia, lc.perezmunoz26@gmail.com. 1Licenciada en Psicología Organizacional, Especialista de Responsabilidad Social Corporativa en Seguros Crecer y AFP Crecer – República Dominicana, rosa.lefm@gmail.com. 2 ethical, social, and environmental practices impact purchasing decisions. The study is based on a mixed-methods approach, incorporating both closed and open-ended questions to capture the depth of consumer attitudes. A survey was conducted among consumers from different regions (Europe, Latin America, and North America), which included sixteen questions covering sociodemographic aspects, as well as perceptions, practices, and behaviors related to responsible consumption. Additionally, six complementary interviews were conducted to further explore key findings. The results reveal that while there is a generally positive perception of CSR, significant differences emerge by region, particularly regarding the consistency between intention and purchasing behavior. In countries such as Spain and the Dominican Republic, a stronger alignment between discourse and practice is evident, whereas in others, such as Argentina and Colombia, factors like price and lack of awareness tend to prevail. The proposed hypotheses are examined in light of these findings, highlighting the complexity of the relationship between sustainability and actual consumer behavior
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“In an exploratory mixed-methods study of 218 consumers from Europe, Latin America and North America, the intention–behaviour gap proved cross-cutting: up to 30% of those reporting a strong willingness to pay more had not acted accordingly or had not faced the situation.” — Brito Rivera et al. (2026), Conscious Management Journal, 4(1).
“Knowledge is associated with responsible consumption: most respondents familiar with the term sustainability would pay 5–10% more for responsible products, and those familiar with CSR were more likely to have stopped buying from unethical companies.” — Brito Rivera et al. (2026), Conscious Management Journal, 4(1).
“Economic factors remain a barrier to sustainable consumption: low- and middle-income consumers report that price strongly shapes their choices, whereas among high-income respondents (above USD/EUR 2,200) its influence declines.” — Brito Rivera et al. (2026), Conscious Management Journal, 4(1).
“Six qualitative interviews with consumers aged 25–35 from four countries reveal widespread distrust of greenwashing: interviewees demand transparency about production processes and verifiable evidence rather than companies' self-declared CSR credentials.” — Brito Rivera et al. (2026), Conscious Management Journal, 4(1).
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