Structural Equation Model for the Evaluation of Social Initiatives on Customer Behaviour

Nowadays environmental and social problems are very important more and more for both modern consumers and firms, that cannot operate only in accordance with the logic of profit like in the past time. In the present paper, by administering a questionnaire to consumers, we have tried to assess the impact of responsible initiatives solidarity on the consumers’ preferences: the conclusions are also a matter for thought for further discussion. The investigation was conducted through a sample size survey. The analysis was carried out considering a representative sample of more than three hundred and thirty families, selected on a functional relation to the objectives of the work in one of the most important and representative Italian city. This study has two main aims: the first is to investigate consumers’ preferences regard responsible initiatives of company, the second is to propose a structural equation model to formalize the origins of behaviours regarding consumers’ preferences towards responsible initiatives and detect the drivers of their purchase.