RELACIÓN ENTRE LAS ACCIONES HIPÓCRITAS DE LAS EMPRESAS Y LA SANCIÓN DE LOS CONSUMIDORES. UNA MIRADA A ALGUNOS CASOS EN COLOMBIA

Abstract

This work evidences the relationship between hypocritical or irresponsible actions incurred by enterprises and the sanction of consumers at the time of evidencing such actions, from the perspective of mothers, fathers and young people interviewed in Medellín, Colmbia. For this, a complementary investigation was developed, with qualitative and quantitative methods, which allowed the construction of a two-dimensional guide form (intention and action) of five variables (support, recommendation, resignation, trust and retribution), which was validated by experts and applied to 622 reporting subjects.Among the results it is highlighted that people intend to sanction enterprises that act irresponsibly; however, at the time of sanction they generally do not.It is concluded that there is a direct relationship between the hypocritical performance of enterprises and the sanction of consumers

Keywords

• corporate hypocrisy
• sanction action
• intent to sanction
• corporate responsibility strategies