Las dimensiones del valor percibido en productos con atributos sociales y medioambientalesuna aplicación al caso del café orgánico y de comercio justo

Resumen

RESUMEN DE LA TESIS DOCTORAL DE D. Carlos Aragón Gutiérrez Las dimensiones del valor percibido en productos con atributos sociales y medioambientales: una aplicación al caso del café orgánico y de comercio justo. 1. Introducción o motivación de la tesis En un sector importante de consumidores está surgiendo el interés por los productos con propiedades éticas, principalmente cuando éstas están vinculadas con temas que impactan a una gran parte de la humanidad, como son la protección del medio ambiente y la mitigación de la pobreza. En el ámbito corporativo también está creciendo rápidamente el interés en lo ético por el potencial que tiene para influir sobre las decisiones de compra del consumidor. En este contexto, ha surgido el concepto de ¿producto ético¿. Sin embargo se han identificado dos desproporciones en el consumo de esta categoría de productos que requieren mayor estudio, una, entre el alto porcentaje de consumidores dispuestos a comprarlos pagando un sobreprecio y el bajo porcentaje que representan sus ventas del total en el mercado, la otra, entre el bajo peso de lo ético en el comportamiento de compra y la sobresaliente tendencia de crecimiento de sus ventas en más de una década. Ante estos hechos, se propuso estudiar en esta investigación, el café orgánico y de comercio justo. 2. Contenido de la investigación El estudio del café orgánico y de comercio justo se fundamentó en uno de los enfoques más importantes y fiables en la literatura de Marketing para predecir la disposición de recompra de un producto, que es el valor percibido por el consumidor, con el propósito de identificar los factores que influyen en el comportamiento de compra de esta categoría de productos, así como el peso relativo de cada factor, incluyendo la dimensión ética. Se propuso un modelo multidimensional de aplicación al caso específico del café orgánico y de comercio justo, conformado por las dimensiones calidad, hedonismo, ética, salud, precio, y los constructos valor percibido y disposición de recompra. Este modelo fue contrastado mediante un trabajo empírico realizado sobre una muestra suficiente de consumidores reales en el momento de consumo del producto, para evitar sesgos de deseabilidad social. Para el análisis de los datos, se usó la técnica de modelos de ecuaciones estructurales (SEM).Además, se analizaron un conjunto de características personales de los encuestados (hábitos de consumo de café, edad, género, nivel de estudios, condición socioeconómica e intención ética) con el propósito de identificar su efecto en la apreciación tanto del valor que los consumidores perciben del café orgánico y de comercio justo, como de las dimensiones o elementos que conforman dicho valor, así como en la disposición de recompra. 3. Conclusión El modelo multidimensional del valor percibido propuesto fue validado estadísticamente, siendo la dimensión calidad la de mayor peso relativo en la conformación del valor percibido -casi la totalidad de los encuestados señaló que el sabor y aroma del café bajo estudio era, desde ¿bueno¿ hasta ¿excelente¿ ¿-, resultado que no está en sintonía con otros estudios al identificar que una parte importante de los consumidores perciben una calidad inferior en este tipo de productos frente al producto convencional. A esta dimensión le siguieron, en cuanto a peso relativo, las dimensiones hedonismo, precio y salud. La dimensión ética tuvo un peso no significativo, resultado que es afín con lo reportado en otros estudios sobre productos orgánicos y de comercio justo, al señalar que lo medioambiental y lo social se encuentran entre los atributos con menor peso en el proceso de compra. Una posible explicación tiene que ver con la incredulidad o desconfianza que, tal y como se reporta en otros estudios, mantienen muchos consumidores con relación al carácter ético de estos productos. De hecho, en la muestra estudiada, los encuestados expresaron en su mayoría no estar convencidos de la existencia de los beneficios sociales y medioambientales en el producto analizado. Todos estos resultados indican que el consumidor busca en el café orgánico y de comercio justo, beneficios personales directos, por encima de los beneficios sociales. Por ello, la promoción de este café debe basarse principalmente en su calidad, capacidad para reanimar y sus características saludables; las propiedades éticas pueden ser un elemento de diferenciación con respecto a la competencia, cuando hay similitud en las demás dimensiones de valor. Con respecto al constructo valor percibido, los resultados obtenidos indicaron que es un predictor muy significativo de la disposición del consumidor a seguir tomando este tipo de café. Este resultado es afín al reconocimiento hacia el valor percibido como el mejor precursor de la intención de recompra. Todas estas evidencias contribuyen a ir desarrollando una configuración de valor percibido del café orgánico y de comercio justo que esté validada empíricamente, lo cual puede constituir un camino a seguir para obtener y mantener la lealtad de los consumidores, siendo esto último, uno de los grandes objetivos de las empresas. En cuanto a identificar posibles características personales del consumidor que expliquen diferencias en el valor percibido del café orgánico y de comercio justo, los resultados indican que los consumidores que toman este tipo de café con mayor frecuencia, lo aprecian más, es decir, el valor percibido es mayor. Además, tienen mayor disposición a seguir tomándolo, y aprecian en mayor grado los atributos que conforman las dimensiones ¿calidad¿, ¿hedonismo¿, ¿ética¿ y ¿salud¿. Estos resultados muestran la importancia del efecto ¿experiencia¿ en el valor percibido por el consumidor en este tipo de productos. Por otra parte, se identificó que a menor edad, los consumidores apreciaron más este tipo de café y sus propiedades hedónicas, además, se tiene mayor disposición a seguir consumiéndolo, y perciben que su precio no es muy alto. Por último, a mayor nivel socioeconómico, los consumidores aprecian más el café orgánico y de comercio justo, además, tienen mayor disposición a seguir consumiéndolo, y aprecian más lo saludable y ético de este tipo de café 4. bibliografía ALONSO, R. J. y GRANDE, E. I. (2010), Comportamiento del consumidor: decisiones y estrategia de marketing, Madrid, Ed. ESIC, 508 págs. CHRISTIE, R. y GEIS, F. (1970), Studies in Machiavellianism. New York, Academic Press, 415 págs. 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