The influence of a company's communicated CSR initiative on private consumer behavior
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/28754 |
Resumo: | The aim of this research is to determine if and how the communication of a company’s CSR initiative influences private consumer behavior. Hereby it is also considered whether the consumers’ support of the issue at hand exerts influence on private behavior and evaluations of the company behind the CSR initiative. In order to answer the research questions, an online experiment was conducted that was aimed at assessing differences in reported sustainable behavior among participant groups, of which one was exposed to a CSR initiative by a company. The answers to the questionnaire show no significant changes in reported consumer behavior between participant groups. This shows that desirable and specific behavioral outcomes of CSR initiatives are difficult to predict and measure due to the multifaceted nature of CSR. Moreover, CSR seems to entail more advantages for the company rather than consumers or society as a whole. On this basis, the communication of a company’s CSR initiative is recommended to reap known benefits but does not seem to evoke changes in private and unrelated consumer behavior. |
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Müller, Isabella IrisEscolas::EAESPLourenço, Carlos EduardoAndrade, Lilian Furquim de CamposPereira, Luís Henrique2020-01-24T12:35:56Z2020-01-24T12:35:56Z2019-12-19https://hdl.handle.net/10438/28754The aim of this research is to determine if and how the communication of a company’s CSR initiative influences private consumer behavior. Hereby it is also considered whether the consumers’ support of the issue at hand exerts influence on private behavior and evaluations of the company behind the CSR initiative. In order to answer the research questions, an online experiment was conducted that was aimed at assessing differences in reported sustainable behavior among participant groups, of which one was exposed to a CSR initiative by a company. The answers to the questionnaire show no significant changes in reported consumer behavior between participant groups. This shows that desirable and specific behavioral outcomes of CSR initiatives are difficult to predict and measure due to the multifaceted nature of CSR. Moreover, CSR seems to entail more advantages for the company rather than consumers or society as a whole. On this basis, the communication of a company’s CSR initiative is recommended to reap known benefits but does not seem to evoke changes in private and unrelated consumer behavior.O objetivo desta pesquisa é determinar se e como a comunicação da iniciativa de RSE de uma empresa influencia o comportamento do consumidor privado. Considera-se também se o apoio dos consumidores ao tema em questão influencia o comportamento privado e as avaliações da empresa por trás da iniciativa de RSE. Para responder às questões da pesquisa, foi realizada uma pesquisa online com o objetivo de avaliar as diferenças no comportamento sustentável relatado entre os grupos participantes, dos quais um foi exposto a uma iniciativa de RSE de uma empresa. As respostas ao questionário não mostram mudanças significativas no comportamento do consumidor relatado entre os grupos de participantes. Isso mostra que os resultados comportamentais desejáveis e específicos das iniciativas de RSE são difíceis de prever e medir devido à natureza multifacetada da RSE. Além disso, a RSE parece trazer mais vantagens para a empresa do que para os consumidores ou para a sociedade como um todo. Nesta base, a comunicação de uma iniciativa de RSE de uma empresa é recomendada para colher benefícios conhecidos, mas não parece evocar mudanças no comportamento do consumidor privado e não relacionado.engCorporate social responsibilityConsumer behaviorSustainabilityResponsabilidade social empresarialComportamento do consumidorSustentabilidadeAdministração de empresasResponsabilidade social da empresaComportamento do consumidorSustentabilidadeThe influence of a company's communicated CSR initiative on private consumer behaviorinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVORIGINALThesis Isabella Müller Final.pdfThesis Isabella Müller Final.pdfPDFapplication/pdf1943037https://repositorio.fgv.br/bitstreams/e114613c-c91f-431f-888a-a8bc25d8b8c9/downloaded69c618277e63afdea113695b40b532MD53TEXTThesis Isabella Müller Final.pdf.txtThesis Isabella Müller Final.pdf.txtExtracted texttext/plain100431https://repositorio.fgv.br/bitstreams/086d3def-3695-42f7-ba6d-0c51cac3376b/download089ed475e5e4181582314e6282fa52c7MD57THUMBNAILThesis Isabella Müller Final.pdf.jpgThesis Isabella Müller Final.pdf.jpgGenerated Thumbnailimage/jpeg2626https://repositorio.fgv.br/bitstreams/293f5b23-f89d-4ded-902d-5950bf85d022/download42fabecb89297496ce14ab6d45a12c3aMD58LICENSElicense.txtlicense.txttext/plain; charset=utf-84707https://repositorio.fgv.br/bitstreams/d38a5d8b-d583-4bfb-be0c-6883c8c5f29e/downloaddfb340242cced38a6cca06c627998fa1MD5410438/287542023-11-25 08:23:23.985open.accessoai:repositorio.fgv.br:10438/28754https://repositorio.fgv.brRepositório InstitucionalPRIhttp://bibliotecadigital.fgv.br/dspace-oai/requestopendoar:39742023-11-25T08:23:23Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas 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dc.title.eng.fl_str_mv |
The influence of a company's communicated CSR initiative on private consumer behavior |
title |
The influence of a company's communicated CSR initiative on private consumer behavior |
spellingShingle |
The influence of a company's communicated CSR initiative on private consumer behavior Müller, Isabella Iris Corporate social responsibility Consumer behavior Sustainability Responsabilidade social empresarial Comportamento do consumidor Sustentabilidade Administração de empresas Responsabilidade social da empresa Comportamento do consumidor Sustentabilidade |
title_short |
The influence of a company's communicated CSR initiative on private consumer behavior |
title_full |
The influence of a company's communicated CSR initiative on private consumer behavior |
title_fullStr |
The influence of a company's communicated CSR initiative on private consumer behavior |
title_full_unstemmed |
The influence of a company's communicated CSR initiative on private consumer behavior |
title_sort |
The influence of a company's communicated CSR initiative on private consumer behavior |
author |
Müller, Isabella Iris |
author_facet |
Müller, Isabella Iris |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Lourenço, Carlos Eduardo Andrade, Lilian Furquim de Campos |
dc.contributor.author.fl_str_mv |
Müller, Isabella Iris |
dc.contributor.advisor1.fl_str_mv |
Pereira, Luís Henrique |
contributor_str_mv |
Pereira, Luís Henrique |
dc.subject.eng.fl_str_mv |
Corporate social responsibility Consumer behavior Sustainability |
topic |
Corporate social responsibility Consumer behavior Sustainability Responsabilidade social empresarial Comportamento do consumidor Sustentabilidade Administração de empresas Responsabilidade social da empresa Comportamento do consumidor Sustentabilidade |
dc.subject.por.fl_str_mv |
Responsabilidade social empresarial Comportamento do consumidor Sustentabilidade |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Responsabilidade social da empresa Comportamento do consumidor Sustentabilidade |
description |
The aim of this research is to determine if and how the communication of a company’s CSR initiative influences private consumer behavior. Hereby it is also considered whether the consumers’ support of the issue at hand exerts influence on private behavior and evaluations of the company behind the CSR initiative. In order to answer the research questions, an online experiment was conducted that was aimed at assessing differences in reported sustainable behavior among participant groups, of which one was exposed to a CSR initiative by a company. The answers to the questionnaire show no significant changes in reported consumer behavior between participant groups. This shows that desirable and specific behavioral outcomes of CSR initiatives are difficult to predict and measure due to the multifaceted nature of CSR. Moreover, CSR seems to entail more advantages for the company rather than consumers or society as a whole. On this basis, the communication of a company’s CSR initiative is recommended to reap known benefits but does not seem to evoke changes in private and unrelated consumer behavior. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-12-19 |
dc.date.accessioned.fl_str_mv |
2020-01-24T12:35:56Z |
dc.date.available.fl_str_mv |
2020-01-24T12:35:56Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/28754 |
url |
https://hdl.handle.net/10438/28754 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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