A responsabilidade social empresarial a partir da perscpectiva do consumidor: um estudo cross-cultural

Claudia Macedo Pires; Rosamaria Cox Moura-Leite; Matheus Wemerson Gomes Pereira; Isabel Tang Serquen

doi:10.5585/remark.v19i2.17773

Authors

Claudia Macedo Pires Universidade Federal de Mato Grosso do Sul
Rosamaria Cox Moura-Leite UFMS https://orcid.org/0000-0002-3481-6441
Matheus Wemerson Gomes Pereira https://orcid.org/0000-0002-6052-6683
Isabel Tang Serquen Universidad Nacional de Tumbes https://orcid.org/0000-0001-8431-6923

DOI:

https://doi.org/10.5585/remark.v19i2.17773

Keywords:

Consumer Behavior, Confirmatory Factor Analysis, Social Resposibility, Structural Equation Model

Abstract

Objective: To analyze the relationship of how Corporate Social Responsibility (CSR) is evaluated by Brazilian and Peruvian consumers with their attitudes and purchase intent. Method: For data analysis, the following statistical methods were used: Confirmatory factor analysis, Structural equation model, T test and Likelihood ratio test. Main Results: The results show that the Brazilian consumer's attitude is positively influenced by socially responsible activities related to society, and that their purchase intent is influenced by CSR actions related to society and competition. However, activities directed to employees have a negative influence on Brazilian consumer’s purchasing intent. In turn, the Peruvian consumer attitude is positively influenced by actions directed to the company. Furthermore, actions directed to the company and actions directed to the competition, positively influence the purchase intent of the Peruvian consumer. It is proposed that culture can explain the difference between the reactions of consumers in different countries.
Contributions: Given the lack of empirical research on CSR and consumer behavior in developing countries, and the absence of a cross-cultural study of this perspective with Latin American countries, this study is relevant to companies that want to position themselves strategically in Latin America, as it compares Brazilian and Peruvian consumers. Relevance/Originality: CSR has proved to be more relevant to Peruvian consumers, despite this issue being in a more advanced stage in Brazil.Keywords: Consumer Behavior. Confirmatory Factor Analysis. Social Resposibility. Structural Equation Model.

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Author Biographies

Claudia Macedo Pires, Universidade Federal de Mato Grosso do Sul

Administrator at the Federal University of Mato Grosso do Sul

Rosamaria Cox Moura-Leite, UFMS

Ph.D. in Economia de la Empresa, Universidad de Salamanca – Spain.Professor at the School of Business and Administration, Federal University of Mato Grosso do Sul

Matheus Wemerson Gomes Pereira

Ph.D. in Economia Aplicada, Universidade Federal de Viçosa – BrazilProfessor at the School of Business and Administration, Federal University of Mato Grosso do Sul.

Isabel Tang Serquen, Universidad Nacional de Tumbes

Professor at Universidad Nacional de Tumbes – Peru

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