Responsabilidade social empresarial: descrição da percepção dos consumidores no bairro do Bessa, na cidade de João Pessoa-PB

Abstract

The corporate social responsibility is a theme of significant importance in the behavior of the intern and extern audience and specially in the organizations dynamic, influencing in its strategic goals and in the concept of the corporations itself. This study has the aim to analyze the perception of costumers living in the Bessa neighborhood, in the city of João Pessoa, on the subject, also comparing the obtained results by age range, showing its differences and similarities. For this, a structured online quiz was applied, in a quantitative and qualitative research. The analisis of the data collected lead us to conclude that corporate social responsibility is an important matter for organizations and also a tendency in its business practices. The research also showed that the corporations don’t invest too much in corporate social responsibility because the market is still developing a consolidated habit of verifying ethical values in the process of purchasing products, therefore it doesn’t bring financial profit just yet. The research also showed that the theme is disseminated uniformly in culture, with different age ranges having very similar mindset in the matter and that the costumers are starting to pay attention to values related to ethic, the environment and sustainability, which are principles of the Stakeholders Theory, in order to increase the well-being of community, leaving behind the profit at all costs mindset.