Abstract:

The purpose of this study is to analyze the relationship between Corporate Social Responsibility (CSR) and corporate reputation at Agropecuaria Selva Central, a company located in Codo del Pozuzo, Huánuco. The research is justified by the growing importance of CSR as a strategic practice capable of strengthening trust, legitimacy, and organizational competitiveness, especially in rural productive sectors where social and environmental dynamics have particular characteristics. The main objective was to determine the relationship between the two variables. A basic methodology was used, with a quantitative approach, correlational level, and non-experimental cross-sectional design, using a non-parametric analysis based on the Spearman correlation test. The population consisted of 9,592 inhabitants of the areas near the company, from which a probabilistic sample of 370 participants was obtained through systematic random sampling. The technique used was a survey, and the instrument was a structured questionnaire. The results showed that CSR significantly influences corporate reputation, which is consistent with most previous studies analyzed in Latin American contexts. Ethical, environmental, and community practices were found to strengthen public perception and generate greater trust in the organization. It is concluded that authentic and consistent implementation of CSR contributes directly to strengthening corporate reputation, constituting a key strategic resource for the positioning and sustainability of the company, particularly contributing to the understanding of CSR–reputation dynamics in rural agro-industrial contexts..