The literature is inconclusive on the influence of corporate social responsibility (CSR)initiatives on consumer
behavior. This study examines the relationship between CSR and corporate abilities (CA) for Bogotá
consumers. It also seeks to estimate willingness to pay by consumers according to the presence of each
of these company management variables, and their trade-off in the act of purchasing. An experimental
design study was performed using a discrete choice modelto testthe relationship between CSR and CA on
consumer intention to purchase, and establish their willingness to pay (WTP) for specific social features.
Some CSR initiatives, along with some CA, had a significantinfluen
