Um Estudo sobre as Relações entre Confiança e Responsabilidade Social Corporativa

Jarbas Barros Gomes, Emerson Wagner Mainardes

Resumo


Este estudo teve como objetivo verificar como a RSC pode influenciar a confiança na empresa, e se esta relação se manteria em cenários amplamente divergentes. Os cenários foram dois recortes temporais: antes e depois de um desastre ambiental cuja responsabilidade indireta foi atribuída à empresa estudada. Um questionário foi aplicado junto a 242 entrevistados e a análise de dados deu-se pela técnica de modelagem de equações estruturais por mínimos quadrados parciais (PLS-SEM). Foi possível reconhecer, em ambos cenários, que RSC percebida e credibilidade influenciam positivamente a confiança na empresa de forma direta; enquanto a coerência e transparência da RSC influenciam a confiança na empresa de forma indireta. Foi percebido também que a reputação influenciou positivamente a confiança na empresa apenas no cenário anterior ao desastre. Os resultados indicam a consistência das relações entre os construtos em contraste aos cenários que foram expostos, exceto a reputação.


Palavras-chave


RSC; Confiança; Coerência; Transparência; Reputação

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