Abstract
Abstract: This study investigates whether consumers perceive corporate social and environmental responsibility (SER) as an acquired organizational value or as existing due to other factors. Three organizations from different segments (cosmetics, fast food, and surf wear and street wear) were adopted as a reference. The data collection was carried out via a survey of consumers when they were in the establishments to make a purchase. The results allow it to be inferred that a considerable amount of the consumers do not evaluate the companies’ social and environmental responsibility as an organizational value, but as a corporate strategy. In addition, the consumers do not stop buying from an organization that does not have social and environmental responsibility. However, companies that disclose that they take a responsible position on social and environmental issues, but where in practice this does not occur, are punished by the consumers by them ceasing to buy from these organizations.
Highlights
Over the years, consumers have come to show an interest in issues such as the treatment of employees, the involvement of organizations in bribery and corruption, social actions carried out by companies, the use of recyclable materials, and ecologically responsible actions (Bolton & Mattila, 2015; Dey et al, 2018)
According to the first approach, this responsible position is a reflection of the values that have been adopted by consumers, since they have come to understand that consumption should be ethical and responsible (Handelman & Arnold, 1999; Mohr & Webb, 2005)
In relation to the perception of consumers regarding the responsible position of organizations, Carrigan & Attalla (2001) and Wei et al (2018) state that the results presented by the studies are confusing, showing both people who believe and those who are skeptical
Summary
Consumers have come to show an interest in issues such as the treatment of employees, the involvement of organizations in bribery and corruption, social actions carried out by companies, the use of recyclable materials, and ecologically responsible actions (Bolton & Mattila, 2015; Dey et al, 2018). A growing number of people demand more responsibility from organizations with regard to questions concerning the natural environment, education, and ethics (Nascimento et al, 2008; Severo et al, 2018) Considering this adoption of ethical values, the existing tendency, or context experienced, corporate social and environmental responsibility provides positive returns in terms of an image with greater commercial value, competitive advantage, reduced tax burden, new business opportunities, and profitability, among others (Mendonça & Gonçalves, 2002; Mendonça et al, 2004). Corporate social and environmental responsibility is expected to be a good action, and a value that guides the whole functioning of the organization This is not what happens, since the literature (Lantos, 2001; Tomei & Lerner, 1997; Korschun et al, 2014; Peng et al, 2018) shows that there are various motives for companies identifying themselves as being responsible, for example, ethical, economic, or philanphropic ones. This study presents an important contribution of a managerial nature, since it aims to identify how customers characterize companies’ SER, how well they are informed about it, and if they give credibility to what companies disclose with respect to this
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