Corporate Social Responsibility: Understanding the Communication Process in Brazilian Retailing

• Autor(a) principal: do Prado, Lucas Sciencia
• Data de Publicação: 2010
• Outros Autores: Merlo, Edgard Monforte, Ceribeli, Harrison Bachion
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12607
• topic: Communication; Social Responsibility; Supermarket.; Comunicação; Responsabilidade Social; Supermercados.

This study aims to discuss and analyze how the ten largest Brazilian retailers communicate their social responsibility. We developed a theoretical framework on the evolution concept of corporate social responsibility (CSR), discussing the theory of stakeholders and the concept of strategic CSR. The survey was based on an exploratory qualitative examination. We analyzed the ten largest Brazilian retailers in 2008, following the CSR communication actions proposed in the work of Du, Bhattacharya and Sem. Data was collected from websites, companies sustainability reports and related media. The results showed that the model proposed by the authors could be considered effective enough to allow for the composition of CSR messages. Moreover, the author recognized that the method to evolve the current structure would be to create a feedback mechanism facilitating in the understanding of the messages by its stakeholders.DOI: 10.5585/remark.v9i2.2142