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Responsabilidade Social Corporativa e Comportamento do Consumidor: Revisitando o Tema

RGO. Revista Gestão Organizacional, 2014-05, Vol.7 (2) [Peer Reviewed Journal]

EISSN: 1983-6635

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  • Title:
    Responsabilidade Social Corporativa e Comportamento do Consumidor: Revisitando o Tema
  • Author: Grohmann, Márcia Zampieri ; Battsitella, Luciana Flores ; Lutz, Carolina Bicca ; Beuron, Thiago Antonio
  • Subjects: Analysis ; Consumer behavior ; Organization theory ; Social responsibility ; Studies
  • Is Part Of: RGO. Revista Gestão Organizacional, 2014-05, Vol.7 (2)
  • Description:   This paper identified the relationship between Corporate Social Responsibility (CSR) and consumer behavior, so the objectives were: to verify the Urdan (2001) model reliability; improve the Creyer and Ross (1997) original model; understand the causal relationship between consumer perception about CSR importance and their propensity to reward companies with CSR. Was made a research with 177 respondents and results showed the fragility of the original model and a causal relation in 60% between importance and reward. To validated the model, was made an exploratory factorial which generated a one-factor structure for the construct importance and two factors to Reward (Individual Reward and Society Reward). Was proved that this model has a good fit. Finally, nally, to identify relationship of dependency between Importance and Reward, were made multiple regressions and the results showed significance in relations. The main study contributions the model validation, the identification of two rewards factors (individual and society) and the finding that consumers consider that CRS companies should be rewarded but they think that this task is more a society responsibility than an individual responsibility.
  • Publisher: Chapeco: Universidade Comunitária da Região de Chapecó-Unochapecó, Centro de Ciências Sociais Aplicadas
  • Language: Portuguese
  • Identifier: EISSN: 1983-6635
  • Source: Directory of Open Access Journals
    ProQuest Central
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