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[title] => Economía// ¿Una compra un voto? Investigadora U. Mayor indagó en cómo los hábitos de consumo pueden fortalecer un Estado de Bienestar
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La Dra. Alejandra Vásquez, del Centro de Economía y Políticas Sociales U. Mayor, señala que en un experimento con 180 participantes, la tendencia fue seleccionar productos que, a pesar de ser más caros, podían tener un beneficio social. El trabajo fue recientemente aceptado por la revista Journal Theory and Decision.
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“Vote-With-the-Wallet Game" o “El Voto con la Billetera” es el concepto por el cual las personas orientan su consumo no solo hacia el precio y calidad del producto, sino que también a la responsabilidad social y ambiental con que son producidas las mercancías.
“Los ciudadanos ejercen un 'voto' al elegir productos de una empresa que es ambiental, social y fiscalmente sustentable”, comenta sobre este concepto la investigadora Dra. Alejandra Vásquez, académica del Centro de Economía y Políticas Sociales de la Universidad Mayor, quien acaba de publicar una investigación que tiene como eje a este concepto, y que recientemente fue aceptada como artículo en la prestigiosa revista Journal Theory and Decision.
Es que su trabajo "Empathy in Socially Responsible Consumption: An Experimental Investigation Using the Vote-With-the-Wallet Game" tiene como punto central el cómo se comportan los consumidores cuando tienen que elegir entre productos: unos producidos en “modo convencional” y otros de manera socialmente responsable, con un costo más alto, pero que produce beneficios o externalidad positivas en la sociedad.
"Por ejemplo, que provengan de empresas fiscalmente responsables, que no eluden impuestos; de emprendedores que han creado valor económico, que han sido competitivos y que han creado sostenibilidad social y ambiental”, sostiene la Dra. Vásquez.
Algunos resultados
El artículo se sostiene con datos recopilados durante un experimento de laboratorio realizado por el Behavioral Economics Research Group (BERG) de la Universidad de Cagliari (Italia), en el que 180 voluntarios tomaron decisiones de compra de productos en que el precio era proporcional a la responsabilidad social asociada a ellos. Así por ejemplo, los más costosos tenían menor impacto ambiental o estaban vinculados a acciones redistributivas.
Sobre los resultados, la académica del Centro de Economía y Políticas Sociales destacó: “En un escenario neutral, los participantes muestran el mismo comportamiento entre ellos respecto a qué tipo de productos adquirir. Sin embargo, cuando aplicamos un mecanismo de política de redistribución, observamos que los participantes que registran altos niveles de empatía tienden a elegir el producto socialmente responsable con mayor frecuencia”.
Acerca de las conclusiones, la Dra. Vásquez afirma que “este estudio busca re-plantear las decisiones de los consumidores en distintos escenarios, indicando a los productores en que no solo los precios son una variable de interés para los consumidores, sino que el modo en el cual se produce es una variable de interés al momento de tomar una decisión de consumo”.
Y agrega, por último, que este es un “trabajo que da luces a los hacedores de políticas y a quienes regulan los mercados, sugiriendo que sería válido incentivar modos de producción ética y que puedan ir contribuyendo a crear un Estado de Bienestar”.
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La Dra. Alejandra Vásquez, del Centro de Economía y Políticas Sociales U. Mayor, señala que en un experimento con 180 participantes, la tendencia fue seleccionar productos que, a pesar de ser más caros, podían tener un beneficio social. El trabajo fue recientemente aceptado por la revista Journal Theory and Decision.
