Gestão & Produção
https://gestaoeproducao.com/article/doi/10.1590/0104-530x4688-20
Gestão & Produção
Artigo Original

Corporate social and environmental responsibility: do consumers perceive it as being an organizational value?

Responsabilidade socioambiental das empresas: os consumidores percebem como sendo um valor organizacional?

Marconi Freitas da Costa; Leissiane Leisse Santos; Claudio Felisoni de Angelo

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Abstract

Abstract: This study investigates whether consumers perceive corporate social and environmental responsibility (SER) as an acquired organizational value or as existing due to other factors. Three organizations from different segments (cosmetics, fast food, and surf wear and street wear) were adopted as a reference. The data collection was carried out via a survey of consumers when they were in the establishments to make a purchase. The results allow it to be inferred that a considerable amount of the consumers do not evaluate the companies’ social and environmental responsibility as an organizational value, but as a corporate strategy. In addition, the consumers do not stop buying from an organization that does not have social and environmental responsibility. However, companies that disclose that they take a responsible position on social and environmental issues, but where in practice this does not occur, are punished by the consumers by them ceasing to buy from these organizations.

Keywords

Perception, Consumers, Social and environmental responsibility

Resumo

Resumo: Este estudo investiga se os consumidores percebem a responsabilidade socioambiental (RSA) das empresas como um valor organizacional adquirido ou como sendo existente por outros fatores. Foram adotadas como referência três organizações de diferentes segmentos (cosméticos, fast food e confecções do tipo surf e street wear). A coleta de dados foi realizada por meio de levantamento com os consumidores no momento em que estes estavam no estabelecimento para efetuar uma compra. Os resultados permitem inferir que uma parte considerável dos consumidores não avalia a responsabilidade socioambiental das empresas como um valor organizacional, mas, como uma estratégia corporativa. Além disso, os consumidores não deixam de comprar de uma organização que não tem responsabilidade socioambiental. Contudo, as empresas que divulgam que têm uma postura responsável diante das questões socioambientais, mas que na prática isso não acontece, os consumidores punem deixando de comprar nessas organizações.

Palavras-chave

Percepção, Consumidores, Responsabilidade socioambiental

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