Explorando el perfil del consumidor universitario. Un estudio de caso de una escuela socialmente responsable en México

Abstract

A typolog y of socially responsible consumers is identified based on their CSR perceptions and their identification with socially re-sponsible companies (ESR). To achieve the above a non-hierarchical cluster analysis of k-means agglomeration was analyzed with a sample of 135 university consumers. The results show four different types of consumers: 1) skeptics of CSR, 2) skeptics of the environment, 3) CSR enthusiasts, and 4) environmental enthusiasts