Publicado

2017-07-01

Influencia de la religiosidad y la espiritualidad en el comportamiento ético del consumidor

Influence of Religiosity and Spirituality on Consumer Ethical Behavior

INFLUÊNCIA DA RELIGIOSIDADE E DA ESPIRITUALIDADE NO COMPORTAMENTO ÉTICO DO CONSUMIDOR

DOI:

https://doi.org/10.15446/innovar.v27n65.65062

Palabras clave:

ética del marketing, ética del consumidor, religiosidad, espiritualidad (es)
Marketing ethics, consumer ethics, religiosity, spirituality (en)
espiritualidade, ética do consumidor, ética do marketing, religiosidade (pt)

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El presente trabajo se centra en la ética del consumidor y su objetivo principal es estudiar y profundizar el comportamiento ético de los consumidores, mediante la Consumer Ethics Scale (ces, por sus siglas en inglés). Para ello, se propone un modelo, que relaciona las escalas religiosidad y espiritualidad con la ética del consumidor, y que permite contrastar tres proposiciones y 15 hipótesis, utilizando una muestra de 286 encuestados españoles. La CES (Vitell y Muncy, 1992, 2005) consta de cinco dimensiones, y la escala de religiosidad y espiritualidad, desarrollada por Allport y Ross (1967), consta de tres dimensiones que reflejan la religiosidad extrínseca, la religiosidad intrínseca y la espiritualidad. La metodología seleccionada para este estudio son las ecuaciones estructurales, aplicando la técnica Partial Least Squares (PLS). Los resultados demuestran que existe una relación entre la religiosidad/espiritualidad y el comportamiento ético y poco ético del consumidor. El trabajo muestra dos grandes aportaciones: la primera es el propio modelo y la segunda, la metodología empleada para estudiarlo. Los resultados, conclusiones e implicaciones logrados a partir de ambos son de importancia, tanto para profesionales del mundo de los negocios, como para académicos y gobiernos.

This study focuses on consumer ethics and its main goal is to analyze and deepen on the understanding of consumers’ ethical behavior through the use of the Consumer Ethics Scale (ces). To do this, a model that relates religiosity and spirituality scales with consumer’s ethics is proposed. Such model allows to contrast three propositions and 15 hypothesis through a sample of 286 Spanish respondents. CES (Vitell & Muncy, 1992, 2005) is made up by five dimensions, while the Religiosity and Spirituality scale designed by Allport & Ross (1967) comprises three dimensions, which reflect extrinsic religiosity, intrinsic religiosity and spirituality. Structural equation modelling by Partial Least Squares (pls) technique is the methodology selected for this research. Results show an existing relation between religiosity/spirituality and ethical and little-ethical consumer’s behaviors. In that sense, this paper makes two major contributions: first, the very own model and, second, the methodology used for its study. Results, conclusions and implications obtained from both contributions are relevant for business world professionals, scholars and governments.

Este trabalho se foca na ética do consumidor e seu objetivo principal é estudar e aprofundar o comportamento ético dos consumidores, mediante a Consumer Ethics Scale (CES, em inglês). Para isso, propõe-se um modelo que relaciona as escalas religiosidade e espiritualidade com a ética do consumidor, e que permite contrastar 3 proposições e 15 hipóteses utilizando uma amostra de 286 pesquisados espanhóis. A CES (Vitell e Muncy, 1992; 2005) consta de cinco dimensões, e a escala de religiosidade e espiritualidade, desenvolvida por Allport e Ross (1967), consta de três dimensões que refletem a religiosidade extrínseca, a religiosidade intrínseca e a espiritualidade. A metodologia selecionada para este estudo são as equações estruturais que aplicam a técnica Partial Least Squares (PLS). Os resultados demonstram que existe uma relação entre a religiosidade e a espiritualidade e o comportamento ético e pouco ético do consumidor. Este trabalho mostra duas grandes contribuições: a primeira é o próprio modelo; a segunda, a metodologia empregada para estudá-lo. Os resultados, as conclusões e as implicações atingidas a partir de ambos são de importância tanto para profissionais do mundo dos negócios quanto para acadêmicos e para governos.

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Rodríguez Rad, C. J., & Ramos Hidalgo, E. (2017). Influencia de la religiosidad y la espiritualidad en el comportamiento ético del consumidor. Innovar, 27(65), 69-80. https://doi.org/10.15446/innovar.v27n65.65062

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