Responsabilidade Social Corporativa: Um Estudo do Processo de Comunicação dos Varejistas Brasileiros

Lucas Sciencia do Prado; Edgard Monforte Merlo; Harrison Bachion Ceribeli

doi:10.5585/remark.v9i2.2142

Authors

Lucas Sciencia do Prado FEAP/USP, São Paulo
Edgard Monforte Merlo FEAP/USP, São Paulo
Harrison Bachion Ceribeli FEAP/USP, São Paulo

DOI:

https://doi.org/10.5585/remark.v9i2.2142

Keywords:

Communication, Social Responsibility, Supermarket.

Abstract

This study aims to discuss and analyze how the ten largest Brazilian retailers communicate their social responsibility. We developed a theoretical framework on the evolution concept of corporate social responsibility (CSR), discussing the theory of stakeholders and the concept of strategic CSR. The survey was based on an exploratory qualitative examination. We analyzed the ten largest Brazilian retailers in 2008, following the CSR communication actions proposed in the work of Du, Bhattacharya and Sem. Data was collected from websites, companies’ sustainability reports and related media. The results showed that the model proposed by the authors could be considered effective enough to allow for the composition of CSR messages. Moreover, the author recognized that the method to evolve the current structure would be to create a feedback mechanism facilitating in the understanding of the messages by its stakeholders. DOI: 10.5585/remark.v9i2.2142

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Author Biographies

Lucas Sciencia do Prado, FEAP/USP, São Paulo

Mestrando da Universidade de São Paulo Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto.

Edgard Monforte Merlo, FEAP/USP, São Paulo

Graduação em Economia pela Universidade Estadual de Campinas (1985), mestrado em Administração pela Universidade de São Paulo (1995), mestrado em Economia pela Pontifícia Universidade Católica de São Paulo (1997) e doutorado em Administração pela Universidade de São Paulo (2000).