Representação Social da Responsabilidade Social Corporativa e Atitudes em Relação às Empresas: Um Estudo Brasil - Argentina

Abstract

The Corporate Social Responsibility (CSR) is currently one of the themes addressed in Administrative Sciences and in the world media. One of the main debates in this sense is the context that if CSR is a cost or an investment, and how CSR is identified by consumers. In this study, the Theory of Social Representations (SR) is used to aiming to identify how consumers understand the concept of CSR and how attitudes towards business influence its behavior in consumer decisions. To that end, we validated an Attitude Scale in relation to the company, and applied, together with a questionnaire in Brazil and Argentina, seeking thereby to evaluate the behavior of ethical consumption in both countries. As a result, we present the similarities and differences, of SR of CSR in both countries in order to expand knowledge on the subject, and be useful in the formulation and communication of CSR programs.