Ecological Modernization and Corporate Social Responsibility

Abstract

This article discusses the role of social and environmental enterprises revealed in the concept of Corporate Social Responsibility (CSR) and analyzed in the light of Ecological Modernization Theory (TME).The overall objective of this study is to understand CSR from the perspectiveof TME through more detailed research of a CSR program called  Clube dos Produtores [Producers Club].This program aims to influence the supply chain to adopt responsible and sustainable practices, and seeks to strengthen the small and medium producers through structured actions, such as training, qualification, and inspection, stimulating quality, innovation and productivity growth. It is conducted in parallel, in Portugal, by the Rede Sonae de Distribuição and, in Brazil, by Walmart Company. The data collection included both Countries. In Portugal, the Clube dos Produtores has emerged to combine the synergy between distribution and production and promote the development of domestic production. It takes the environment as the genesis for its creation, maintains a nationalist approach by encouraging the consumption of domestic products, and recognizes consumer pressure as the force for continuous innovation of products and services. In addition, it reconciles tradition and modernity through products supported by different generations. In Brazil, the Club is founded on the sustainability discourse; the customer awareness about environmental issues was not captured in the research; the producers innovations result from their own initiatives to participate in fairs or from direct contact with consumers; the dialogue between tradition and modernity occurs primarily through the entrepreneurial capacity of the producers and less direct intervention by Walmart.