Edited by John R. McIntyre, Silvester Ivanaj and Vera Ivanaj
Chapter 7: Evaluating perceived CSR image in Brazil and Portugal in the food and drug retail industry
This study sought to test whether consumers’ perceptions of the corporate social responsibility (CSR) image of companies that have been recognised as benchmarks in the implementation of CSR strategies might differ from these consumers’ perceptions of the CSR image of companies that have not achieved the same recognition. The mapped stakeholders were customers, shareholders, supervising boards, employees and society as a whole, as proposed by Pérez and del Bosque (2013). The present study also included government, competitors and suppliers as significant stakeholders. The food and retail sectors in Portugal and Brazil were the targets of this study. Only one company in each of these two countries was certified by the 2013 Dow Jones Sustainability Indices. The results reveal that differences in perceptions are only statistically significant in Brazil. The findings indicate that achieving a CSR certification by itself might not ensure a stronger perceived CSR image among consumers.
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