Escala de medición de la responsabilidad social del marketing

Translated title of the contribution: A scale to measure the social responsibility of marketing

María Matilde Schwalb Helguero, Iñaki García-Arrizabalaga

Research output: Contribution to journalArticle in a journalpeer-review

4 Scopus citations


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.

Translated title of the contributionA scale to measure the social responsibility of marketing
Original languageSpanish
JournalRevista Venezolana de Gerencia
Issue number87
StatePublished - 1 Jan 2019

Bibliographical note

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  • Consumer confidence
  • Consumer well-being
  • Deceptive marketing practices
  • Scale development
  • Social responsibility of marketing


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