O efeito mediador da norma subjetiva na relação de warm glow-RSC. Uma abordagem para a análise de estudantes universitários milenaristas mexicanos.
DOI:
https://doi.org/10.33571/teuken.v10n14a2Palavras-chave:
RSC, norma subjetiva, warm glow, millennialsResumo
O warm glow refere-se ao benefício percebido, prazer e satisfação do consumo socialmente responsável. Existem variáveis comportamentais que podem aumentar o warm glow em culturas coletivistas como o México. Uma destas variáveis é a norma subjetiva. O objetivo do estudo foi confirmar os efeitos catalíticos da norma subjetiva na relação Responsabilidade Social Corporativa - warm glow. Para o estudo, foi feita uma pesquisa com 337 universitários millennials mejicanos de uma escola de administração. Foi Feita uma regressão com mediação que confirma a construção de um warm glow motivado pela percepção da Responsabilidade Social Corporativa e pela norma subjetiva; sendo a norma subjetiva a variável mediadora. Os resultados mostram que o poder explicativo da Responsabilidade Social Corporativa aumenta mediante à norma subjetiva para explicar o warm glow.Referências
AAKER, Jennifer, VOHS, Kathleen & MOGILNER, Cassie. (2010). Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter. En: Journal of Consumer Research, Vol. 37, N° 2. Oxford: Oxford University Press.
AJZEN, Icek (1991). The theory of planned behavior. En: Organizational behavior and human decision, Vol. 50, N° 2. Massachusetts: Elsevier.
AJZEN, Icek. (2005). Attitudes, personality, and behavior. Nueva York: Open University Press.
AMEZCUA, Bernardo, BRISEÑO, Arturo, RÍOS, Teresa y AYALA, Edgardo. (2018). La disposición a pagar más por productos vinculados a la RSE: evidencia de un análisis conjunto en Méjico. En: Contaduría y Administración, Vol. 63, Nº 2. Ciudad de Méjico: Universidad Nacional Autónoma de México.
ANDREONI, James. (1990). Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving. En: The Economic Journal, Vol. 100, N° 401. Gran Bretaña: Royal Economic Society.
ANDREWS, Michelle., LUO, Xueming., FANG, Zheng. & ASPARA, Jaakko (2014). Cause Marketing Effectiveness and the Moderating Role of Price Discounts. En: Journal of Marketing, Vol. 78. N° 6. Templeg: American Marketing Association.
BAGOZZI, Richard & DHOLAKIA, Utpal (2006). Antecedents and purchase consequences of customer participation in small group brand communities. En: International Journal of Research in Marketing, Vol. 23. N° 1. Tappan. Estados Unidos.
BIGNE, Enrique y PÉREZ, Rafael (2008). ¿Influye la imagen de responsabilidad social en la intención de compra ? el papel de la identificación del consumidor con la empresa. En: Universia Business Review, N° 19. Valencia: Universidad de Valencia. Universia Business Review.
BIRIM, Bahadir. (2016). Evaluation of Corporate Social Responsibility and Social Media as Key Source of Strategic Communication. En: Procedia - Social and Behavioral Sciences, Vol. 235. Estambul: Elsevier.
BOWEN, Howard (2013). Social Responsibilities of the Businessman. Lowa: University of Iowa Press.
BUCIC, Tannia, HARRIS, Jennifer & ARLI, Denni (2012). Ethical Consumers Among the Millennials: A Cross-National Study. En: Journal of Business Ethics, Vol. 110. N° 1. Amsterdam: Springer Netherlands.
BUERKE, Anja, STRAATMANN, Tammo, LIN-HI, Nick & MÜLLER, Karsten (2017). Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. En: Review of Managerial Science, Vol. 11, N° 4. Belín: Springer Berlin Heidelberg.
CARRETE, Lorena, ARROYO, María y TRUJILLO, María (2014). Las conductas ecológicas de jóvenesestudiantes residentes en la zona centrode México. En: Omnia, Vol. 20, N° 2. Maracaibo: Universidad de Zulia.
CARROLL, Archie (1979). A Three-Dimensional Conceptual Model of Corporate Performance. En: Academy of Management Review, Vol. 4, N° 4. Nueva York.
CARROLL, Archie (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. En: Business Horizons, Vol. 34, N° 4. Elsevier.
CHEN, Mei-Fang (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. En: Food Quality and Preference, Vol. 8, N° 7. Taipei: Elsevier.
CIENFUEGOS-MARTÍNEZ, Yessica, SALDÍVAR-GARDUÑO, Alicia, DÍAZ-LOVING, Rolando y AVALOS-MONTOYA, Alejandro (2016). Individualismo y colectivismo: caracterización y diferencias entre dos localidades mejicanas Individualism and collectivism: Characterization and differences in two Mexican localities. En: Acta de Investigación Psicológica, Vol. 6, N° 3. Ciudad de Méjico: Open Access..
CREYER, Elizabeth & ROSS, William (1997). The influence of firm behavior on purchase intention: do consumers really care about business ethics? En: Journal of Consumer Marketing, Vol. 14, N° 6. Arkansas: MCB UP Ltd. Emerald Group Publishing.
CULIBERG, Barbara y MIHELIC, Katarina (2016). Three ethical frames of reference: Insights into Millennials’ ethical judgements and intentions in the workplace. En: Business Ethics, Vol. 25, N° 1. Ljubljana, Eslovenia: American European Review.
DE LA FUENTE, Santiago (2011). Análisis Factorial. Análisis Factorial Exploratorio y Confirmatorio aplicado al modelo de secularización propuesto por Inglehart-Norris. Periodo 2010-2014 (Estudio de caso España, Estados Unidos, Alemania, Holanda) Granada: Universidad Autónoma de Granada.
DELOITTE (2014). Millennial Survey Report. Disponible en internet: www.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-dttl-2014-millennial -survey-report.pdf Consultado 11.06.2014.
FONT, Xavier, GARAY, Lluis & JONES, Steve. (2016). A Social Cognitive Theory of sustainability empathy. En: Annals of Tourism Research, Vol. 58. Londres: Elsevier.
HABEL, Johannes, SCHONS, Laura, ALAVI, Sascha & WIESEKE, Jan. (2016). Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness. En: Journal of Marketing, Vol. 80, N° 1. Bochum, Alemania: American Marketing Association.
HOFSTEDE, Geert, HOFSTEDE, Gert & MINKOV, Michael (2010). Cultures and Organizations: Software for the Mind. EUA: McGraw-Hill.
HOFSTEDE, Geert (1980). Culture’s consequences: International differences in work-related values. Beverly Hills, Estados Unidos: Sage Publisher.
KANCHANAPIBUL, Maturos, LACKA, Ewelina, WANG, Xiaojun & CHAN, Hing (2014). An empirical investigation of green purchase behaviour among the young generation. En: Journal of Cleaner Production, Vol. 6, N° 1. Bristol, Inglaterra.
LIECHTENSTEIN, Donald, DRUMWRIGHT, Minette & BRAIG, Bridgette (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofit. En: Journal of Marketing, Vol. 68, N° 4. Estados Unidos.
LLAMAS, Abril (2016). Consumo verde y actitudes ecológicas. En: Revista Iberoamericana de Producción Académica y Gestión Educativa, Vol. 3, N° 6. Aguascalientes, Méjico: Centro de Estudios e Investigaciones para el Desarrollo Docente A.C.
MADEN, Ceyda, ARIKAN, Esra, TELCI, Eser. & KANTUR, Deniz. (2012). Linking Corporate Social Responsibility to Corporate Reputation: A Study on Understanding Behavioral Consequences. En: Procedia - Social and Behavioral Sciences, Vol. 58, N° 12. Estambul: Elsevier.
MAIGNAN, Isabelle (2001). Consumers Perceptions of Corporate Social Responsibilities : A cross-cultura l Comparison. En: Journal of Business Ethics, Vol. 30, N° 1. Groningen, Países Bajos: Springer.
MARTÍNEZ, Patricia, PÉREZ, Andre & DEL BOSQUE, Ignacio (2014). CSR influence on hotel brand image and loyalty. En: Academia, Revista Latinoamericana de Administración, Vol. 27, N° 2. Santander, España: Emerald Group Publishing Limited.
MATUS, Julia. El millennial universitario y la responsabilidad social empresarial. Un análisis cuantitativo sobre su actitud de compra. Ponencia en el XXII Congreso Internacional de Contaduría, Administración e Informática. Memoria Digital. Cancún: Universidad de Quintana Roo, 2017.
McWILLIAMS, Abigail & SIEGEL, Donald. (2001). Corporate Social Responsibility: a theory of the firm perspective. En: Academy of Management Review, Vol. 26, N° 1. Briarcliff Manor, Nueva York: Academy of Management.
MOHR, Lois, WEBB, Deborah & HARRIS, Katherine. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. En: Journal of Consumer Affairs, Vol. 35. N° 1. Georgia State University Marketing Roundtable.
MOON, Byeong-Joon, LEE, Lee & OH, Chang. (2015). The impact of CSR on consumer-corporate connection and brand loyalty. En: International Marketing Review, Vol. 32, N° 5. Seúl: Emerald Group Publishing Limited.
NASSIVERA, Federico, TROIANO, Stefania, MARANGON, Francesco, SILLANI, Ssandro & MARKOVA Nencheva. (2017). Willingness to pay for organic cotton. Consumer responsiveness to a corporate social responsibility initiative. En: British Food Journal, Vol.119, N° 8. Udine, Italia: Emerald Publishing Limited.
PAUL, Justin, MODI, Ashwin & PATEL, Jayesh. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. En: Journal of Retailing and Consumer Services, Vol. 29. San Juan, Puerto Rico: Elsevier.
PODNAR, Klement & GOLOB, Ursa (2007). CSR expectations: the focus of corporate marketing. En: Corporate Communications: An International Journal, Vol. 12, N° 4. Ljubljana, Slovenia: Emerald Group Publishing Limited.
SANDVE, Anethe & ØGAARD, Torvald (2014). Exploring the interaction between perceived ethical obligation and subjective norms, and their influence on CSR-related choices. En: Tourism Management, Vol. 42. Stavanger, Noruega. Elsevier.
SEN, Sankar & BHATTACHARYA, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. En: Journal of Marketing Research, Vol. 38, N° 2. Estados Unidos.
SERRANO, Jonathan & PORTALANZA, Alexandra. (2014). Strategic alliances in higher education in Ecuador: the challenge of knowledge transfer and its effect on the learning curve. En: Suma de Negocios, Vol. 5, N° 12. Guayaquil, Ecuador: Elsevier.
SMALL, Deborah & CRYDER, Cynthia (2016). Prosocial consumer behavior. En: Current Opinion in Psychology, Vol. 10. Estados Unidos: Elsevier.
STERN, Paul, DIETZ, Thomas, ABEL, Troy, GUAGNANO, Gregory & KALOF, Linda. (1999). A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism. En: Human Ecology Review, Vol. 6, N° 2. Estados Unidos: Society for Human Ecology.
TENG, Yi-Man, WU, Kun-Shan & LIU, Hsiao-Hui. (2015). Integrating Altruism and the Theory of Planned Behavior to Predict Patronage Intention of a Green Hotel. En: Journal of Hospitality & Tourism Research, Vol. 39, Nº 3. Taipei: Sage journals.
TENG, Chih-Ching & WANG, Yu-Mei. (2015). Decisional factors driving organic food consumption. En: British Food Journal, Vol. 117, N° 3. Taipei: Emerald Group Publishing Limited.
THI, QuyVo & VAN, Phung (2016). Consumers’ Perception towards Corporate Social Responsibility and Repurchase Intention: A Study of Consumer Industry in Vietnam. En: Industrial Engineering and Management Systems, Vol. 5, Nº 2. Ho Chi Min, Vietnam: Korean Institute Of Industrial Engineers.
ULUSOY, Ebru. (2016). Experiential responsible consumption. En: Journal of Business Research, Vol. 69, N° 1. New York: Elsevier.
VIDERAS, Julio & OWEN, Ann. (2006). Public Goods Provision and Well-Being: Empirical Evidence Consistent with the Warm Glow Theory. En: The B.E. Journal of Economic Analysis y Policy, Vol. 5, Nº 1. Berlin/Boston. Walter de Gruyter GmbH & Co.
WANG, Shanyong, FAN, Jin, ZHAO, Dingtao, YANG, Shu & FU, Yuanguang. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. En: Transportation, Vol. 43, N° 1. Shangai: Springer.
WÜSTENHAGEN, Rolf & BILHARZ, Michael. (2006). Green energy market development in Germany: effective public policy and emerging customer demand. En: Energy Policy, Vol. 34, N º 13. Zurich: Elsevier.
YADAV, Rambalak & PATHAK, Govind. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. En: Journal of Cleaner Production, Vol. 135, Nº 1. Nueva Delhi: Elsevier.
YU, Tai-Yu, YU, Tai-Kuei & CHAO, Cheng-Min. (2017). Understanding Taiwanese undergraduate students’ pro-environmental behavioral intention towards green products in the fight against climate change. En: Journal of Cleaner Production, Vol. 161, Nº 10. Taipei: Elsevier.
YUEN, Kum, THAI, Vinh & WONG, Yiik. (2016). Are customers willing to pay for corporate social responsibility? A study of individual-specific mediators. En: Total Quality Management & Business Excellence, Vol. 27, Nº 7. Taylor & Francis.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
