Escala de medición de la responsabilidad social del marketing

The main global problems and the increasing social demands put pressure on marketing to assume greater social responsibility. This pressure has gone hand in hand with the growing interest of the literature to know the consumer’s opinion about marketing practice. There are studies to measure the consumers’ attitudes towards marketing and instruments to monitor their opinion. Nevertheless, there aren’t studies to measure the consumer’ expectations about social responsibility of marketing practice. The purpose of this study is to measure the social responsibility that consumers expect from marketing (SRM). In order to do so, a valid and reliable 5 dimensions and 22 items scale was developed. The scale was tested, through personal polls, to a random representative sample of 488 Lima consumers. In two of its dimensions the consumer assessment was negative. Additionaly, the sociodemographic variables showed a weak relation with the 5 dimensions of the SRM. It’s expected that the results of the scale application provide guidance to the marketing practice to identify opportunities to improve the consumers’ well-being and to control the negative impacts that their activities cause on society and the environment.