Psychometric and confirmatory evidence of corporate social responsability in Mexico

Abstract

Corporate Social Responsibility (CSR) in Mexico observed from the perspective of consumer perception is a topic that is integrated into busi-ness strategies, however, its divergent results and its inconsistency in its measurements are due to the different scales used, however, in Mexico, the constant in the studies is the application of the Carroll scale, so the objective of this research is to analyze an instrument based on the adaptations of the Carroll scale applied in local self-ser-vice companies in the Northeast of the country. Therefore, using a sample of 287 consumers, a confirmatory factor analysis (AFC: AMOS-IBM) and the discriminant and informative evaluation of the items were carried out with the Multidimensional Item Response Theory (MIRT: R studio), which is a novel contribution to the analysis of the scale, due to the methods used for the treatment of the information. The results show that the adapta-tion of the Carroll scale is inconsistent in Mexico’s self-service sectors. Despite this, the central find-ing implies that the economic perspective does not impact the consumer in the Northeast of Mexico, unlike previous studies. Therefore, the scale can be reduced to three dimensions (environmental or sustainable, legal and social) in the self-service sector in Mexico.