Abstract:

In theory, there is more concern of society to avoid excessive consumption of goods and services, but in practice high levels of acquisition, possession and replacing cause them a compulsive shopping. In this sense responsible consumption, understood as the action in which individuals base their purchases on criteria of social awareness and commitment and the usefulness of the product, represents a measure to counter this situation. The aim of this study is to analyze the relationship between level of education and social commitment in women living in the city of Puebla, Mexico. This research is not experimental, quantitative and descriptive. The results show that there is no direct relationship between education of respondents and their level of social commitment, and women with degrees of average schooling that most care about these social aspects, issues of quality, cost and benefit; while women with more schooling buy with factors such as premium brands, exclusivity and price.

Keywords:

Fair trade, responsible consumption, social commitment, effort buying, selling point.