A responsabilidade social corporativa e seus efeitos sobre a intenção de compra e a atitude em relação à empresa dos consumidores

Abstract

Studies published in renowned international journals relate Corporate Social Responsibility (CSR) construct to consumer behavior, more specifically regarding consumer Attitude towards the Company (AC) and Purchase Intention (PI) regarding products sold by such company (BROWN; DACIN, 1997; ELLEN; MOHR; WEBB, 2000; ELLEN; WEBB; MOHR, 2006; LICHTENSTEIN; DRUMWRIGHT; BRAIG, 2004; MOHR; WEBB, 2005; SEN; BHATTACHARYA, 2001). This kind of analysis has been mostly carried out in as an experiment. Thus, in this study we present the results of the effects of CSR on AC and PI, as well as we check, separately and in connection with CSR, the effect of the influence of the so called "moderators" (domain, price, consumer socially responsible behavior, involvement and consumer-company identification) on them. Following the trend identified by the main researches on the theme, this study was also performed on an experimental basis. Consumers-students interacted with: domain (environmental, internal and external), CSR level (h