Corporate Social Responsibility and Consumer Behavior: A Correlation in the Fast-Food Industry

Chavez-Olivera D.; Guerrero-Tirado F.; Cordova-Buiza F. · Studies in Systems, Decision and Control (2024) · DOI: 10.1007/978-3-031-62656-2_2

Resumen

The present research is carried out, since, it has been seen that there was an increase of companies that wish to be socially responsible, due to the deterioration of the environment that is increasing more and more due to the pollution generated by the companies and the abandonment of the low-income population by the state. Therefore, the general objective of the research was to explain the relationship between Corporate Social Responsibility and Consumer Behavior in the company Burger Cri. The population consisted of 108 customers, who were the target of the study for data collection and census statistics were used. The study was conducted with a quantitative approach, the type of research was applied with a correlational level and a non-experimental design. Subsequently, for data collection the technique used was the survey and the questionnaire as an instrument. The statistical test was Cronbach’s Alpha, which showed a result of 0.944, demonstrating a perfect level of reliability. The results were a Spearman’s Rho of 0.684 indicating an average positive correlation and a bilateral significant value of 0.000. In conclusion, it was possible to explain the influence between Corporate Social Responsibility and Consumer Behavior in Burger Cri. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Instituciones: Universidad Privada del Norte