The impact of social responsibility perceived by consumers

Abstract

Given the growing importance given by society to social and environmental issues, together with the increase in demand for products from socially responsible and ethical organizations, a crucial aspect for gaining a competitive advantage is the stance of supporting social and environmental causes, demonstrating a genuine interest in the situation of society and the local environment. This research sought to evaluate how the perception of social responsibility of Brazilian companies, regardless of the sector, influences consumers' purchasing intention. In this context, the aim is to elucidate and explain the concept of social responsibility, highlighting its relevance for companies' strategic planning. It is argued that conscious consumption is becoming an increasingly common practice in today's society and, consequently, this topic is gaining relevance in the theoretical field. The methodology employed included a bibliographical research, focusing on several national and international sources. Based on this research, it was found that consumers demonstrate a significant interest in social responsibility. However, this factor is not decisive in the act of purchasing. In other words, the influence of social responsibility on consumption decisions is still variable. Therefore, customers may consider this aspect in some situations when choosing products, while in other occasions, they do not.