Responsabilidade social corporativa como determinante da intenção de compra do consumidor: uma análise através da modelagem com equações estruturais
DOI:
https://doi.org/10.22267/rtend.202102.138Palavras-chave:
intenção de compra, consumidor, sustentabilidade, responsabilidade social empresarial, modelos multivariadosResumo
Os consumidores estão mudando suas preferências e prioridades de compra, atendendo à implementação das práticas de Responsabilidade Social Corporativa (RSE) vistas das dimensões social, ambiental e econômica, buscando minimizar o impacto negativo que as organizações podem gerar em seu ambiente. Portanto, o objetivo deste artigo é analisar a relação entre as três dimensões da RSE e sua influência na intenção de compra dos consumidores. Para tanto, foram realizadas 107 pesquisas on-line autoaplicáveis, das quais foram obtidas 20 variáveis observáveis, 3 variáveis latentes endógenas e 1 exógena. A modelagem foi realizada com equações estruturais (MEV). Os resultados sugerem que as atividades de RSE realizadas por uma organização e relacionadas a questões sociais, ambientais e econômicas estão associadas positivamente à intenção de compra; no entanto, a relação com a dimensão econômica não foi tão forte quanto com a Os dois primeiros.
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