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Publicação
Corporate Social Responsibility in the Food Retail Market
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Orientador(es)
Resumo(s)
Based on two classical views of the management scope, one which considers that the only social responsibility of businesses is essentially to generate profit and the other which considers that organizations are effectively responsible for all stakeholders affected by their actions, there is a need for a framework adjusted to the current reality. The fact is that at a time when global instability at various levels is leaving no one indifferent, markets are becoming more competitive and companies are increasingly perceived as the preferred players to address and solve social and environmental problems, the role of corporate social responsibility (CSR) is taking on added importance. The focus of this study is on a better understanding of the integration of CSR in the food retail market and its respective impacts, particularly in terms of marketing. To this end, a conceptual model was proposed which encompasses some determining variables for business performance, such as consumer trust, product quality, consumer satisfaction and consumer loyalty. This research was tested using quantitative methods, based on an online survey with a sample of 203 responses, including only people who visit food retailers. The findings supports that CSR impacts consumer trust and product quality and subsequently consumer satisfaction and loyalty towards food retailers. This study may contribute to a deeper understanding of CSR and its applications, providing theoretical insights into how consumers view this thematic and possible approaches by organizations.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Corporate Social Responsibility CSR Food Retail Market Supermarkets