The influence of corporate social responsibility (CSR) activities on consumers’ purchasing behavior: A business case study: Portuguese banking sector

• Autor(a) principal: Seiça, Francisco Dupont Pires de Sousa
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21817
• topic: CSR; Decision-making process; Responsabilidade social das empresas; Comportamento do consumidor -- Consumer behavior; Processo de tomada de decisão

This study case aims to investigate the influence of CSR policies executed by banks in consumers’ decision-making process, by analysing their awareness and perception towards this same politics. A deep research was made in order to properly frame this work, so as to give the most possible accurate solution. The literature review is based on three main aspects: CSR concept and influence in the society, the process of buying and brand attachment from the consumers and companies’ point of view, and the Portuguese banking sector. By funnel on these three aspects and combining them, it is possible to perceive the paradigm where this work settles itself. The literature review ended with the gap finding, presenting three similar studies, which focused on important and relevant aspects, but did not answer the problem this work aims to solve. As this study intents to understand the consumers’ point of view, it was only logical that the methodology included a direct contact with people. Therefore, a survey was conducted, using a quantitative SPSS analysis to reach, concrete, precise results. In the end those results were interpreted, and by putting them together, it was possible to reach out for a conclusion with not only the solution of the initial problem, but also, with indicators for the future, in what CSR in Portuguese banking is concerned.