Resumen

BIANCHI, Enrique Carlos; FERREYRA, Silvina  y  KOSIAK DE GESUALDO, Graciela. Consumo responsable: diagnóstico y análisis comparativo en la Argentina y Uruguay. Escr. Contab. Adm. [online]. 2013, vol.4, n.1, pp. 43-79. ISSN 1853-2055.

In postmodern society, consumption as a social phenomenon has consequences both inside and outside the individual circle. Consumption decisions are the kind of actions that can be freely chosen. In the act of choosing, people express their ethical, ecological and solidarity values. The purpose of this empirical research is to know the self-perception of people in their role as consumers in order to obtain a diagnosis of the attitudes and behavior regarding consumption among Argentine and Uruguayan citizens. Moreover, this paper is intended to trigger academic, educational and professional debate on the actions of responsible marketing undertaken by companies. The results show the eleven main explanatory factors in purchasing decisions, and the degree of awareness and attitude towards consumer society divided into four typologies or clusters in more than 11 locations.

Palabras llave : Responsible Consumption; Typology of Consumers; Ethics of Consumption.