As Representações dos Consumidores sobre Responsabilidade Social Corporativa e a Relação com a Decisão de Compra

Abstract

The main purpose of this study is to investigate the relation between the consumer representation of corporate social responsibility and its relation to the process of decision making. We collected the data with in depth interviews with 15 consumers. The narratives were analyzed with the method of content analysis. The results revealed that the interviewees perceive and value companies which undertake social responsibilities actions. However they do not consider this attribute when they choose a product. Price and quality are the main attributes which are considered.