The Relationship between Consumers and Companies: Assessment of Importance and Consumers Reward for Ethics and Business Socially Responsible Position

Authors

  • Vera Lúcia da Silva Ventura UNIVERSIDADE NOVE DE JULHO - UNINOVE
  • Magda Sales Pinho UNIVERSIDADE NOVE DE JULHO - UNINOVE
  • Guilherme Jacob Rigolon UNIVERSIDADE MUNICIPAL DE SÃO CAETANO DO SUL - USCS
  • Dirceu da Silva UNIVERSIDADE NOVE DE JULHO - UNINOVE

Keywords:

Business ethics, Social Responsibility, Purchase Decision

Abstract

The ethical and socially responsible behavior in business affairs has been recurring, and there is a trend in which consumers choose their products for compliance with the undertakings. This study seeks to analyze the consumer relationships with business and aims to revise the scales used in surveys, reassess the causal relationship between the constructs mentioned and compare their results with those of Urdan (2001). The revised scales were made by the identification of concepts about business ethics that have enabled the new structure of the scale, the review of experts. We tested whether the causal relationship in a model of two constructs (IMPOETIC and RECOETIC) as the cited work. The scales were applied to a sample of 500 college students. The data were treated by the method of structural equation modeling with ULS estimation method (Least Square Unweighted - Not Weighted Least Squares). The results confirmed that the company’s ethical behavior significantly influences the propensity of consumers to purchase products from the company, as the coefficient of the path (path coefficient) proved valuable high (0.94), indicating that if the theory is adequate, there a causal relationship between the two constructs for the subjects of the sample considered.

Author Biographies

Vera Lúcia da Silva Ventura, UNIVERSIDADE NOVE DE JULHO - UNINOVE

Professora da Universidade Nove de Julho - UNINOVE, Brasil.

Possui mestrado em Administração pela Universidade Municipal de São Caetano do Sul - USCS, Brasil. Discente do Programa de Pós-Graduação em Administração da Universidade Nove de Julho - UNINOVE, Brasil.

Magda Sales Pinho, UNIVERSIDADE NOVE DE JULHO - UNINOVE

Possui graduação em Psicologia pela Faculdade de Educação e Cultura do Abc (1986), faz mestrado em Administração de Empresas pelo IMES. Atualmente é professor da Associação Educacional Nove de Julho. Tem experiência na área de Psicologia Organizacional com ênfase em Fatores Humanos no Trabalho, atuando principalmente nos seguintes temas: administração, Recursos Humanos, Inovação e Criatividade, Liderança e Motivação.

Guilherme Jacob Rigolon, UNIVERSIDADE MUNICIPAL DE SÃO CAETANO DO SUL - USCS

Mestre pela Universidade Municipal de São Caetano do Sul. Graduado em Administração de Empresas pelo Centro Universitário Capital. Experiência na área de Administração, com ênfase em Sistema de Informação e Tecnologia da Informação. Docente em Gerenciamento de Projetos pela Dinsmore Associates e pela Universidade SENAC. Certificado como Project Management Professional pelo Project Management Institute (USA). Palestrante de temas como: Liderança, Mudanças, Recursos Humanos, Ética, Planejamento e Comunicação. Autor de artigos sobre terceirização, gerenciamento de projetos e gestão do conhecimento. Coordenador da sala de Gerenciamento de Projetos do XXV Simpósio de Gestão da Inovação Tecnológica (AnPAD), realizado em Brasilia no ano de 2008. Especialista em gerenciamento de projetos em Tecnologia da Informação.

Dirceu da Silva, UNIVERSIDADE NOVE DE JULHO - UNINOVE

Possui graduação em Física pela Universidade de São Paulo (1981), graduação em Licenciatura em Física e Matemática pela Universidade de São Paulo (1982), mestrado em Física pela Universidade de São Paulo (1989) e doutorado em Educação (Avaliação e Cognição) pela Universidade de São Paulo (1995). Atualmente é professor do Programa de Pós-Graduação em Administração da Universidade Nove de Julho e da Universidade Estadual de Campinas Unicamp, esta última em regime parcial RTC. Tem experiência na área de Administração e Educação, com ênfase em Planejamento e Avaliação Educacional e Avaliação de Mercado com ênfase no desenvolvimento de metodologias quantitativas de análise de dados numéricos e análise multivariada de dados.

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Published

06-02-2012

How to Cite

Ventura, V. L. da S., Pinho, M. S., Rigolon, G. J., & da Silva, D. (2012). The Relationship between Consumers and Companies: Assessment of Importance and Consumers Reward for Ethics and Business Socially Responsible Position. Capital Científico Journal - Electronic (RCCҽ) - ISSN 2177-4153, 9(1), 43–54. Retrieved from https://revistas3.unicentro.br/index.php/capitalcientifico/article/view/1085

Issue

Vol. 9 No. 1 (2011): Janeiro/Junho - 2011

Section

Articles

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