Innovación responsable: percepciones de los consumidores sobre la industria de la moda en Colombia y México

Objective: to compare the perception of consumers in Colombia and Mexico on the dimensions of reflection and responsiveness in the framework of responsible innovation, in order to determine their influence on the valuation of innovative practices of companies in the fashion industry in both countries. Method: a quantitative study was carried out in which data were collected through an online questionnaire applied to 828 participants. Hypothesis testing was performed using several statistical techniques such as Partial Least Squares Structural Equation Modeling, correlation analysis and multigroup analysis using permutations. Results: a positive relationship between the dimensions reflection and responsiveness was confirmed, with reflection being the most highly correlated with responsible innovation. In addition, it was shown that this relationship is stronger in Colombia than in Mexico, although in both countries it remains positive. Discussion: reflection is relevant, as consumers perceive that companies align their ethical values and act with transparency. Likewise, responsiveness is fundamental, as it facilitates adaptation to consumer demands. Conclusions: companies, especially in the fashion sector, should integrate responsible innovation as a permanent strategy, prioritizing reflection before taking responsive actions in the face of market challenges.