A responsabilidade social corporativa e seus efeitos sobre a intenção de compra e a atitude em relação à empresa dos consumidores

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

Studies published in renowned international journals relate Corporate Social Responsibility (CSR) construct to consumer behavior, more specifically regarding consumer Attitude towards the Company (AC) and Purchase Intention (PI) regarding products sold by such company (BROWN; DACIN, 1997; ELLEN; MOHR; WEBB, 2000; ELLEN; WEBB; MOHR, 2006; LICHTENSTEIN; DRUMWRIGHT; BRAIG, 2004; MOHR; WEBB, 2005; SEN; BHATTACHARYA, 2001). This kind of analysis has been mostly carried out in as an experiment. Thus, in this study we present the results of the effects of CSR on AC and PI, as well as we check, separately and in connection with CSR, the effect of the influence of the so called "moderators" (domain, price, consumer socially responsible behavior, involvement and consumer-company identification) on them. Following the trend identified by the main researches on the theme, this study was also performed on an experimental basis. Consumers-students interacted with: domain (environmental, internal and external), CSR level (high and low) and price (high and low). As a result from such interactions we found out that CSR presented significant results for all the hypotheses. Involvement and identification also presented relevant isolated results; however, only socially responsible behavior and identification presented significant results regarding their interaction with CSR. This important interaction with CSR shows that either consciously or not consumers incorporate responsible aspects to their purchase behavior. Contrary to what we expected to find price proved not be relevant when consumers have to decide on the purchase of a product, both separately and interaction with the CSR level. These sample consumers cannot tell the difference among investments in different domains. This aspect observed in this sample shows that investors can obtain a similar feedback, regardless of the domain they invest in

ASSUNTO(S)

comportamento do consumidor responsabilidade social corporativa compra purchase corporate social responsibility consumer behavior administracao

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