Práticas de Responsabilidade Social Corporativa e sua relação com o comportamento do consumidor.

Abstract

This dissertation aimed to investigate the influence of Corporate Social Responsibility practices on brand image, perceived value, trust and its relationship with purchase intention and recommendation of cosmetic products. From the theoretical basis on Stakeholder Theory, Environmental Management, Corporate Social Responsibility Practices and purchasing behavior, a conceptual model was elaborated, empirically verified from the application of a survey with 343 respondents and data analysis using the Modeling Structural Equations. The results point to the practices as a relevant factor in the purchase and recommendation intention, influencing them in a positive way; and that trust and perceived value significantly mediated the relationships between CSR practices. The findings suggest that for companies to increase purchase intention, considering the positioning focused on CSR practices, they must create a positive image and strategies that customers perceive. Furthermore, when the customer trusts and perceives the value offered, they tend not only to buy your products but also to recommend them. The study expands theoretical knowledge by providing evidence for understanding consumer behavior in relation to CSR practices, brand image, trust and perceived value in purchase and recommendation intentions, collaborating with the literature and advancing research related to thematic.