A importância da Responsabilidade Social Corporativa na decisão de compra do consumidor: um estudo exploratório

Carina Barros, Bruno Barbosa Sousa

Abstract


Objetivo: O presente estudo visa compreender qual a importância da Responsabilidade Social Corporativa na decisão de compra do consumidor em contextos específicos de marketing. Por conseguinte, pretende-se analisar o principal motivo inerente à aquisição de bens sustentáveis em detrimento de outros produtos com o mesmo grau de compatibilidade, bem como os fatores que influenciam tal escolha.

Metodologia: Mediante a investigação de caráter empírico e natureza exploratória foi adotada uma metodologia quantitativa, onde os dados foram recolhidos através de inquéritos por questionário disponibilizados junto de quatro lojas que se posicionam estrategicamente como sendo socialmente responsáveis.

Originalidade: Ambiciona-se que este estudo conceba uma proposta de valor expressiva no enternecimento do meio empresarial para a inevitabilidade da mudança de comportamentos, dadas as aspirações atuais da população consumidora. O estudo pretende, desta forma, examinar os fatores mais valorizados pelos consumidores no momento de uma compra socialmente responsável.

Resultados: Os resultados preliminares evidenciam uma consciência dos consumidores neste tipo de segmento que se poderá traduzir numa menor sensibilidade ao preço. Comportamentos socialmente responsáveis tendem a ser valorizados pelos consumidores em contextos específicos de marketing (e, consequentemente, na tomada de decisão por parte do consumidor final).

Implicações práticas: A preocupação do consumidor com o impacto das suas ações, nas mais variadas vertentes, é ascendente e, por isso, torna-se vital para as empresas auferir os fatores que o seu público-alvo valoriza, numa tentativa de garantir a sobrevivência, dada a exigência do cliente atual.

Limitações da investigação: O trabalho exibe como limitação a existência de uma amostra reduzida, o que dificulta a generalização dos resultados. Por outro lado, apresenta-se como outro inconveniente o facto de o inquérito por questionário ser disponibilizado nos locais de venda sustentáveis, visto que os mesmos têm receio de provocar incómodos aos seus clientes.

Palavras-chave: responsabilidade social corporativa, comportamento do consumidor, consumo responsável

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References


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