O comportamento do consumidor socialmente responsável na tomada de decisão de compra
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Data
2022
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Resumo
Ao longo dos anos, a sociedade tem apresentado um papel mais ativo no mundo
empresarial, da mesma forma que os consumidores estão mais exigentes, procurando
empresas que pratiquem ações socialmente responsáveis. Observou-se um crescente
interesse das organizações e dos consumidores por questões relacionadas com a
responsabilidade social. A presente investigação trata a Responsabilidade Social Corporativa
(RSC) e o Comportamento do Consumidor Socialmente Responsável (CCSR).
Iniciando com a análise à RSC e ao CCSR procurou-se analisar até que ponto o
Consumidor Socialmente Responsável (CSR) toma decisões de compra considerando a
responsabilidade social das empresas.
Adotando uma metodologia quantitativa – através de questionários online - aplicada
ao contexto português, obtiveram-se dados de 258 consumidores. Após a análise dos dados
recolhidos por meio de análise fatorial, de correlação, de teste t e de regressão linear,
concluiu-se que o CCSR tem influência significativa na Tomada de Decisão de Compra (TDC).
Inclusive, o consumidor com um comportamento socialmente responsável elevado realiza
uma melhor e mais positiva avaliação da empresa.
Nesta perspetiva, um CCSR leva a maiores níveis de avaliação da empresa, que por
sua vez aumentam a tendência para a tomada de decisão de compra socialmente
responsável. Constatando-se que, quando o consumidor tem este tipo de comportamento, a
fase de comprometimento com a RSC é mais elevada. Em última instância, os motivos
atribuídos pelos consumidores da participação das empresas na RSC não contêm um efeito
na TDC.
Over the years, society has played a more active role in the business world, in the same way that consumers are more demanding, searching for companies that practice socially responsible actions. There has been a growing interest from organizations and consumers in issues related to social responsibility. The present investigation deals with Corporate Social Responsibility and Socially Responsible Consumer Behavior. Starting with the analysis of Corporate Social Responsibility and Socially Responsible Consumer Behavior, there was a sought to analyze to what extent the Socially Responsible Consumer makes purchase decisions taking into consideration social responsibility. Adopting a quantitative methodology - through online questionnaires - applied to the Portuguese context, data was obtained from 258 consumers. After analyzing the data collected through factor analysis, correlation, t-test and linear regression, it was concluded that Socially Responsible Consumer Behavior has a significant influence on Purchase Decision Making. Even the consumer with a high socially responsible behavior performs a better and more positive evaluation of the company. In this perspective, Socially Responsible Consumer Behavior leads to higher levels of company evaluation, which can increase the tendency towards socially responsible purchasing decision making. Noting that, when the consumer has this type of behavior, the stage of commitment to Corporate Social Responsibility is higher. Ultimately, the reasons given by consumers for companies' participation in Corporate Social Responsibility do not have an effect on Purchase Decision Making.
Over the years, society has played a more active role in the business world, in the same way that consumers are more demanding, searching for companies that practice socially responsible actions. There has been a growing interest from organizations and consumers in issues related to social responsibility. The present investigation deals with Corporate Social Responsibility and Socially Responsible Consumer Behavior. Starting with the analysis of Corporate Social Responsibility and Socially Responsible Consumer Behavior, there was a sought to analyze to what extent the Socially Responsible Consumer makes purchase decisions taking into consideration social responsibility. Adopting a quantitative methodology - through online questionnaires - applied to the Portuguese context, data was obtained from 258 consumers. After analyzing the data collected through factor analysis, correlation, t-test and linear regression, it was concluded that Socially Responsible Consumer Behavior has a significant influence on Purchase Decision Making. Even the consumer with a high socially responsible behavior performs a better and more positive evaluation of the company. In this perspective, Socially Responsible Consumer Behavior leads to higher levels of company evaluation, which can increase the tendency towards socially responsible purchasing decision making. Noting that, when the consumer has this type of behavior, the stage of commitment to Corporate Social Responsibility is higher. Ultimately, the reasons given by consumers for companies' participation in Corporate Social Responsibility do not have an effect on Purchase Decision Making.
Descrição
Orientação: Marta Maria Cordeiro Lopes
Palavras-chave
MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO ORGANIZACIONAL, RESPONSABILIDADE SOCIAL, COMPORTAMENTO DOS CONSUMIDORES, TOMADA DE DECISÃO, COMPRAS, ORGANIZATIONAL COMMUNICATION, SOCIAL RESPONSIBILITY, CONSUMER BEHAVIOUR, DECISION MAKING, PURCHASE