O impacto das ações de responsabilidade social e do apoio a causas sociais por parte das empresas em imagem, reputação e decisão de compra

Abstract

This descriptive study, through quantitative research, sought to evaluate the impact of social responsibility actions and support for social causes on corporate image and reputation, as well as on consumer purchasing decisions. Furthermore, we sought to verify which specific social actions and causes adopted and/or supported by companies are more valued. To this end, a survey was carried out with the application of a structured questionnaire adapted from the work of Pessoa et al. (2009). In total, 105 valid answers were obtained and the data were analyzed by means of descriptive statistics and segmented into sociodemographic classes. The results indicated that the actions of social responsibility and support for social causes are mostly considered relevant to society and capable of affecting both the corporate image and reputation and the consumer's decision to purchase. It was also found that, in general, the environmental issue is the most valued. Based on these results, it was possible to conclude that such factors can make a company that adopts them stand out from its competitors.