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

Full Text:

PDF

References


Ahmed, A., & McQuaid, R. W. (2005). Entrepreneurship, management, and sustainable development. World Review of Entrepreneurship, Management and Sustainable Development, 1(1), 6-30.

Ashforth, B. E., & Gibbs, B. W. (1990). The double-edge of organizational legitimation. Organization science, 1(2), 177-194.

Atkinson, L. (2012). Buying in to social change: How private consumption choices engender concern for the collective. The ANNALS of the American Academy of Political and Social Science, 644(1), 191-206.

Baraibar-Diez, E., & Sotorrío, L. L. (2018). O efeito mediador da transparência na relação entre responsabilidade social corporativa e reputação corporativa. Revista Brasileira de Gestão de Negócios-RBGN, 20(1), 05-21.

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.

Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of business research, 59(1), 46-53.

Belaid, S., & Temessek Behi, A. (2011). The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context. Journal of Product & Brand Management, 20(1), 37-47.

Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.

Boccia, F., Malgeri Manzo, R., & Covino, D. (2019). Consumer behavior and corporate social responsibility: An evaluation by a choice experiment. Corporate Social Responsibility and Environmental Management, 26(1), 97-105.

Casais, B., & Sousa, B. (2019). 'Portugal, the best destination': the case study of a CSR communication that changed mentalities and increased business performance. World Review of Entrepreneurship, Management and Sustainable Development, 15(1-2), 29-41.

Creel, T. (2012). How corporate social responsibility influences brand equity. Management Accounting Quarterly, 13(4), 20-25.

Davis, K. (1960). Can business afford to ignore social responsibilities? California management review, 2(3), 70-76.

de Melo, M. F. D. S., Souza, R. C., & Yaryd, R. T. (2018). A relação entre a responsabilidade social corporativa e a transferência de conhecimento como fontes para geração de valor compartilhado. Future Studies Research Journal: Trends and Strategies, 10(2), 402-426.

Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International journal of research in marketing, 24(3), 224-241.

Feldman, P. M., & Reficco, E. (2015). Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos. Estudios Gerenciales, 31(137), 373-382.

Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95, 491-501.

Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.

Garriga, E., & Melé, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of business ethics, 53(1-2), 51-71.

Gladwin, T. N., Kennelly, J. J., & Krause, T. S. (1995). Shifting paradigms for sustainable development: Implications for management theory and research. Academy of management Review, 20(4), 874-907.

Goig, R. L. (2009). Consumo responsable y globalización reflexiva: Un estudio referido al comercio justo en España. Revista española del tercer sector, (11), 145-165.

Hart, S. L. (1997). Beyond greening: strategies for a sustainable world. Harvard business review, 75(1), 66-77.

Ingenbleek, P. T., Meulenberg, M. T., & Van Trijp, H. C. (2015). Buyer social responsibility: A general concept and its implications for marketing management. Journal of Marketing Management, 31(13-14), 1428-1448.

Kotler, P., Armstrong, A., Saunders, J., & Wong, V. (2002). Principles of Marketing (3ª edição). Londres: Prentice Hall.

Lee, M. D. P. (2008). A review of the theories of corporate social responsibility: Its evolutionary path and the road ahead. International journal of management reviews, 10(1), 53-73.

Lendrevie, J., Lindon, D., Dionísio, P., & Rodrigues, J. V. (2000). Mercator 2000 - Teoria e prática do Marketing. Lisboa: Dom Quixote.

Lindgreen, A., & Swaen, V. (2010). Corporate social responsibility. International Journal of Management Reviews, 12(1), 1-7.

Loureiro, S. M. C., & Lopes, J. (2018). Corporate social responsibility initiatives influence customer awareness and empowerment. Corporate social responsibility initiatives influence customer awareness and empowerment, 1114-1118.

Lu, C. J. (2013, July). An Empirical Study on the Antecedents of Socially Responsible Consumption Behavior. In 2013 Seventh International Conference on Complex, Intelligent, and Software Intensive Systems (pp. 654-660). IEEE.

Mackey, A., Mackey, T. B., & Barney, J. B. (2007). Corporate social responsibility and firm performance: Investor preferences and corporate strategies. Academy of management review, 32(3), 817-835.

Mandal, K., & Banerjee, S. (2019). Responsible Marketing and Its Impact on Business Performance: A Longitudinal Study. Journal of Nonprofit & Public Sector Marketing, 31(2), 115-138.

McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of management review, 26(1), 117-127.

McWilliams, A., Siegel, D. S., & Wright, P. M. (2006). Corporate social responsibility: Strategic implications. Journal of management studies, 43(1), 1-18.

Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of consumer affairs, 39(1), 121-147.

Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer affairs, 35(1), 45-72.

Öberseder, M., Schlegelmilch, B.B. and Murphy, P.E. (2013) ‘CSR practices and consumer perceptions’, Journal of Business Research, Vol. 66, No. 10, pp.1839–1851.

Oliveira, C. P. D. (2019). O papel do marketing mix das marcas alimentares biológicas no comportamento e na educação dos consumidores (Master´s Thesis, Universidade do Minho). Retrieved from http://repositorium.sdum.uminho.pt/handle/1822/60275

Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard business review, 84(12), 78-92.

Rexhepi, G., Kurtishi, S., & Bexheti, G. (2013). Corporate social responsibility (CSR) and innovation–the drivers of business growth?. Procedia-Social and Behavioral Sciences, 75, 532-541.

Russo, M. V., & Fouts, P. A. (1997). A resource-based perspective on corporate environmental performance and profitability. Academy of management Journal, 40(3), 534-559.

Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of business research, 68(2), 341-350.

Schaefer, A., & Crane, A. (2005). Addressing Sustainability and Consumption. Journal of Macromarketing, 25(1), 76-92.

Servaes, H., & Tamayo, A. (2013). The impact of corporate social responsibility on firm value: The role of customer awareness. Management science, 59(5), 1045-1061.

Simões, C., & Sebastiani, R. (2017). The nature of the relationship between corporate identity and corporate sustainability: Evidence from the retail industry. Business Ethics Quarterly, 27(3), 423-453.

Smith, W., & Higgins, M. (2000). Cause-related marketing: Ethics and the ecstatic. Business & Society, 39(3), 304-322.

Souza, L. F. (2018). Comportamento do Consumidor Socialmente Responsável: Um Estudo sobre Motivações de Compra em Lojas Colaborativas. (Master´s Thesis, Universidade do Porto). Retrieved from https://sigarra.up.pt › fep › pub_geral.show_file

Stanaland, A. J., Lwin, M. O., & Murphy, P. E. (2011). Consumer perceptions of the antecedents and consequences of corporate social responsibility. Journal of business ethics, 102(1), 47-55.

Stoyanova, T., & Stoyanov, P. (2019, March). Corporate Social Responsibility in the Human Recources Management Practice. In 2019 International Conference on Creative Business for Smart and Sustainable Growth (CREBUS) (pp. 1-4). IEEE.

Sweeney, L., & Coughlan, J. (2008). Do different industries report corporate social responsibility differently? An investigation through the lens of stakeholder theory. Journal of Marketing Communications, 14(2), 113-124.

Trapero, F. G. A., De Lozada, V. D. C. M., & García, J. D. L. G. (2010). Consumers and their buying decision making based on price and information about corporate social responsibility (CSR). Case study: undergraduate students from a private university in Mexico. Estudios Gerenciales, 26(117), 103-117.

Turban, D. B., & Greening, D. W. (1997). Corporate social performance and organizational attractiveness to prospective employees. Academy of management journal, 40(3), 658-672.

Van Marrewijk, M., & Werre, M. (2003). Multiple levels of corporate sustainability. Journal of Business ethics, 44(2-3), 107-119.

Weber, M. (2008). The business case for corporate social responsibility: A company-level measurement approach for CSR. European Management Journal, 26(4), 247-261.

Webster Jr, F. E. (1975). Determining the characteristics of the socially conscious consumer. Journal of consumer research, 2(3), 188-196.




Copyright (c) 2021 European Journal of Applied Business and Management

ISSN: 2183-5594 

Indexing: GOOGLE SCHOLAR - LATINDEX - DRJI - ICI JOURNALS MASTER - REDIB