Intensidade da comunicação de responsabilidade social corporativa na América Latina: reflexos do ambiente institucional

• Autor(a) principal: Meireles, Fernanda Rosalina da Silva
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/15834
• topic: Responsabilidade social da empresa - América Latina; Ambiente Institucional

The present study is about the impact of the institutional environment of Brazil, Chile, Mexico and Panama on the intensity of CSR communication and aims to answer the following research question: Different institutional environments present in Latin America, particularly in Brazil, Chile, Mexico and Panama, influencing the intensity of corporate social responsibility communication of its biggest companies? Brazil, Chile, Mexico and Panama have national, historical, social, cultural contexts, which contains similarities and differences, and form distinct institutional environments, resulting in different actions and business practices, such as the communication of CSR. The present research is an exploratory and descriptive study with a quantitative approach, developed through analysis of secondary data. The independent variables used in this study, which represented the institutional environment of the country, were the governance environment (represented by the sum of the WGI indicators), economic development (represented by GDP per capita), government corruption (represented by the CPI index) and educational level (represented by average years of schooling of adults). The dependent variable of the research, intensity of CSR communication, was measured using the methodology developed by Maignan and Ralston (2002), by searching in the annual reports of organizations twenty-one items of CSR communication. Quantitative methods of analysis were descriptive statistics, analysis of variance (ANOVA), reliability of test variables and panel data model. As a result, only the educational level variable showed a positive impact on the intensity of CSR communication. The variable governance environment impacted negatively on the dependent variable, and the other variables did not impact on the intensity of CSR communication. By analyzing the communication of CSR and its relation with the institutional environment of Latin American countries, the results of this study extend the discussion about the influence of the countries on the communication of CSR.