<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-7858</journal-id>
<journal-title><![CDATA[CienciaUAT]]></journal-title>
<abbrev-journal-title><![CDATA[CienciaUAT]]></abbrev-journal-title>
<issn>2007-7858</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma de Tamaulipas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-78582019000100044</article-id>
<article-id pub-id-type="doi">doi.org/10.29059/cienciauat.v13i2.1023</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La responsabilidad social corporativa y las tendencias de consumo de los millennials universitarios que laboran]]></article-title>
<article-title xml:lang="en"><![CDATA[Corporate social responsibility and consumption trends of working university millennial students]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rangel-Lyne]]></surname>
<given-names><![CDATA[Lucirene]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ochoa-Hernández]]></surname>
<given-names><![CDATA[Magda Lizet]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Azuela-Flores]]></surname>
<given-names><![CDATA[José Ignacio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Angel]]></surname>
<given-names><![CDATA[Francisca]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas Facultad de Comercio y Administración de Tampico ]]></institution>
<addr-line><![CDATA[Tampico Tamaulipas]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>13</volume>
<numero>2</numero>
<fpage>44</fpage>
<lpage>55</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-78582019000100044&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-78582019000100044&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-78582019000100044&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La responsabilidad social corporativa percibida se confirma vigente como un predictor significativo del comportamiento de compra. Sin embargo, existen variables intervinientes, como los buenos sentimientos, que llevan consigo características de disfrute, satisfacción y beneficio percibido, cuyos efectos pueden intensificar tal comportamiento. No obstante, este fenómeno no ha sido lo suficientemente estudiado en México. Por otra parte, las proyecciones demográficas sugieren que, en el mediano plazo, los mercados de consumo internacional y nacional estarán dominados por la generación millennial, con mayor énfasis, por quienes cuentan con un grado educativo superior y una ocupación laboral. El objetivo de la presente investigación fue determinar si la variable buenos sentimientos tiene efectos catalizadores en el consumo socialmente responsable de una muestra de jóvenes mexicanos millenials que estudian y laboran. Se encuestó a 97 estudiantes universitarios de una escuela de negocios del sur de Tamaulipas. Se empleó el modelo de regresión con mediación para explorar los efectos mediadores de buenos sentimientos en la relación entre la percepción de RSC y el consumo responsable. Los resultados indicaron que los buenos sentimientos, sí tienen efectos catalizadores positivos y significativos en el consumo de los estudiantes millennials mexicanos que trabajan, debido a la satisfacción, disfrute y el beneficio percibido que estos manifestaron al hacer consumos responsables a empresas con RSC.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Perceived corporate social responsibility (CSR) has been confirmed as a significant predictor of purchase behavior. Nevertheless, there are intervening variables such as &#8220;the good feelings&#8221; that involve characteristics of enjoyment, satisfaction and perceived benefit, whose effects can reinforce such behavior. In Mexico, these effects have not been sufficiently studied. Recent demographic projections, however, suggest that, in the mid-term, the national and international consumption market will be dominated by the millennial generation, especially by those who have a higher education degree and have already entered the labor market. Consequently, the objective of this article was to analyze if &#8220;the good feelings&#8221; variable increases the predictor effect of the perceived CSR on the social responsible purchase behavior. 97 university millennial students from a business school located on the southern region of Tamaulipas were surveyed. A regression model with mediation was employed to explore the mediating effects of the &#8220;good feelings&#8221; variable on the relationship between the perception of CSR and responsible consumption. The results indicated that &#8220;the good feelings&#8221; variable increases the positive and significant effect on the responsible consumption of the millennial Mexican students, due to the satisfaction, enjoyment and perceived benefit when consuming in a socially responsible way.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[responsabilidad social corporativa]]></kwd>
<kwd lng="es"><![CDATA[buenos sentimientos]]></kwd>
<kwd lng="es"><![CDATA[consumo]]></kwd>
<kwd lng="es"><![CDATA[millennial]]></kwd>
<kwd lng="es"><![CDATA[trabajadores]]></kwd>
<kwd lng="en"><![CDATA[corporate social responsibility]]></kwd>
<kwd lng="en"><![CDATA[good feelings]]></kwd>
<kwd lng="en"><![CDATA[consumption]]></kwd>
<kwd lng="en"><![CDATA[millennial]]></kwd>
<kwd lng="en"><![CDATA[workers]]></kwd>
</kwd-group>
</article-meta>
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