Abstract

FLORES RUEDA, Isabel Cristina; SANCHEZ MACIAS, Armando; ESPINOSA DELGADO, Juan Manuel  and  MARTINEZ AGUILAR, Marcos Francisco. Profiles of supermarket consumers with respect to attributes of responsible marketing. Econ. soc. territ [online]. 2024, vol.24, n.75, e1966.  Epub Feb 18, 2025. ISSN 2448-6183.  https://doi.org/10.22136/est20241966.

What factors influence supermarket consumers regarding responsible marketing attributes of a product? The aim of this work was to establish a consumer profile regarding the variables: responsible consumption offer, pricing strategies, attitudes towards advertising and environmental beliefs. A quantitative, exploratory-descriptive approach was used. We analyzed a non-probabilistic convenience sample of 400 consumers. Four groups of consumers with different sociodemographic profiles and consumption habits were established. Profile-based segmentation allows designing and implementing strategies in responsible market, taking into account specific contexts.

Keywords : green market; responsible offer; cluster analysis; consumer behavior; market structure.

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