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CORPORATE SOCIAL RESPONSIBILITY AND WINE CONSUMERS: PERCEPTION IN TIMES OF PANDEMIC IN CHILE

Abstract:

The purpose of this research is to describe the perception of wine consumers about corporate social responsibility in times of pandemic. An instrument is applied to 398 wine consumers, constituting a non-probabilistic convenience sample. An exploratory factor analysis is applied, descriptive statistics are estimated and statistically significant differences are examined. The results show statistically according to the sociodemographic characteristics: age, level of education, marital status, members of the family group, number of children and purchase decision. The differences mentioned previously are found in the actions linked to ethical responsibilities. Finally, companies must implement socially responsible strategies considering the sociodemographic characteristics of their consumers and the new demands resulting from the pandemic, which contributes to the creation of value for each of the interest groups.