CSR in the Brazilian retail companies: the role of Communication in the promotion of sustainable initiatives  

Oleh:

Ferrari, Maria Aparecida ; Macedo, Luiz Carlos de

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-10.
Topik: Symmetrical communication; Retail sector; Corporate Social Responsibility; Sustainability; Integrative public involvement
Fulltext: CSR in the Brazilian retail companies the role of Communication in the promotion of sustainable initiatives.pdf (149.15KB)

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Purpose The purpose of this study is both to assess the state of the art of the Corporate Social Responsibility in the retail organizations in the State of São Paulo, Brazil, and to seek to answer the following questions: a) is CSR seen as a passing fad?; b) to which degree does the communication process help promote the implementation of CSR practices in retail businesses? c) are those sustainable practices affecting employee behavior? Design/methodology/approach Interviews were conducted with executives responsible for Communication and CSR departments in 12 retail companies in the State of São Paulo, Brazil. The results obtained were transported onto a matrix based on two communication paradigms proposed by Grunig (1992) and scale of stakeholder involvement proposed by Austin (2001). Findings The analysis of the date gathered suggest that the higher the degree of acknowledgment of the area of Communication by top management, the more relevant their empowering space, and the higher the visibility of their CSR and sustainability practices vis-à-vis their stakeholders. Most of the retail companies examined concentrate their efforts in advertising campaigns rather than on corporate projects, which suggests that in an environment of fierce competition, the exercise of symmetric communications with stakeholders seems to take a second place. Originality/value To date, practically no academic research has been conducted on the connection between Communication processes and CSR strategies in the retail sector in São Paulo, Brazil. This paper paves the way for further study on the assessment of the legitimacy of the symmetrical communication strategies for improved CSR practices.

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