Contradictory perceptions on corporate social responsibility practices in the Brazilian tobacco industry

Abstract

Brazil hosts the main tobacco cluster in the world. Through an integrated production system, tobacco companies have been important to the development of the region and have used corporate social responsibility (CSR) practices along the production chain to respond to the criticism of their product. This paper seeks to identify the contradictions in CSR practices in the tobacco industry in Brazil. We interviewed 16 people who represent the main organisations in Brazil's tobacco industry, organising their perceptions into three groups: 'pro-tobacco industry', 'pro-tobacco growers', and 'pro-public health'. The results show that CSR practices are considered as effective means to legitimise this sector, minimising the tobacco industry's negative image and generating support for its permanence in the market. The discussion of the controversy regarding CSR activities contributes to the understanding of the practices employed and provides a glimpse into the future of tobacco farming in Brazil and other developing countries.