RELATION BETWEEN BACKGROUND VARIABLES, VALUES AND CORPORATE SOCIAL RESPONSIBILITY

GONZÁLEZ-RODRÍGUEZ, MARÍA DEL ROSARIO; DÍAZ-FERNÁNDEZ, MARÍA DEL CARMEN; SPERS, VALÉRIA RUEDA ELIAS; LEITE, MARCELO DA SILVA

doi:10.1590/S0034-759020160102

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ARTICLES • Rev. adm. empres. 56 (1) • Jan-Feb 2016 • https://doi.org/10.1590/S0034-759020160102 copy

RELATION BETWEEN BACKGROUND VARIABLES, VALUES AND CORPORATE SOCIAL RESPONSIBILITY

Relação entre variáveis de base, valores e responsabilidade social corporativa

Relación entre las variables contextuales, los valores y la responsabilidad social corporativa

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

Consumer perception of corporate social responsibility (CSR) can be directly influenced by individual value structures. This research aims to provide new knowledge regarding the relationship between basic human values and the public's perception of CSR. It focuses on the values of higher education students and their views regarding a particular corporate social initiative. The study reveals that social, educational, and economic circumstances influence human values. Those values in turn influence why different students perceive CSR differently. These findings are relevant to companies as they provide a more detailed understanding of why certain consumer groups perceive certain CSR initiatives the way that they do. They also suggest that universities should increase their awareness of the importance of integrating human values and CSR in the curricula of future business managers and social leaders.

KEYWORDS:
Human values; Schwartz's Theory; corporate social responsibility; perception; higher education

	Categories	Percentage N=1060
Gender	Male	50.4
Gender	Female	40.6
Secondary school	Public	73
	Private	24
	Semi-private	2.3
Ways to fund studies	Grant	12
	Family	52.5
	Self-support	12
Family's economic status	High	7.3
	Medium	88
	Low	12
Family's educational level	High	53.6
	Medium	64.1
	Low	9.5
Age	18-20	4.3
	21-24	41.17
	Over 25	14.8

	Mean	BE	UN	SEL	STEM	HE	ACH	POW	SEC	CON	TRAD
BE	0.68	(0.52)
UN	0.54	0.302^ are significant at 0.01	(0.55)
SELF	0.39	0.001	0.130^ are significant at 0.01	(0.31)
STEM	-0.013	-0.062^ are significant at 0.01	-0.101^ are significant at 0.01	0.164^ are significant at 0.01	(0.53)
HE	-0.66	-0,179^ are significant at 0.01	-0.239^ are significant at 0.01	0.004	0.033	(0.30)
ACH	0.24	-0.172^ are significant at 0.01	-0.240^ are significant at 0.01	-0.088^ are significant at 0.01	0.118^ are significant at 0.01	0.163^ are significant at 0.01	(0.63)
POW	-0.93	-0.417^ are significant at 0.01	-0.509^ are significant at 0.01	-0.147^ are significant at 0.01	0.340^ are significant at 0.01	0.046	0.116^ are significant at 0.01	(0.56)
SEC	0.25	0.11^ are significant at 0.01	0.14^ are significant at 0.01	-0.211^ are significant at 0.01	-0.121^ are significant at 0.01	-0.054	0.219^ are significant at 0.01	0.137^ are significant at 0.01	(0.41)
CON	-0.48	0.112^ are significant at 0.01	0.120^ are significant at 0.01	-0.382^ are significant at 0.01	-0.395^ are significant at 0.01	-0.222^ are significant at 0.01	-0.072^* * significant at0.05 (correlation values lower than 0.06)	0.100^ are significant at 0.01	0.176^ are significant at 0.01	(0.43)
TRAD	-0.28	0.27^ are significant at 0.01	0.18^ are significant at 0.01	-0.283^* * significant at0.05 (correlation values lower than 0.06)	-0.285^ are significant at 0.01	-0.175^ are significant at 0.01	-0.180^ are significant at 0.01	-0.241^ are significant at 0.01	0.002	0.212^ are significant at 0.01	(0.188)

	Da	Db	Dc	Dd
BE	0.08^ p < 0.01	0.07^ p < 0.01	0.09^* ***** P < 0.001	0.02
UN	5.21^* ***** P < 0.001	0.14^* ***** P < 0.001	0.16^* ***** P < 0.001	0.12^* ***** P < 0.001
TRAD	-0.02	0.01	-0.02	0.04
SEC	0.07^ p < 0.01	0.10^* ***** P < 0.001		0.08^ p < 0.01
CON	0.09^* ***** P < 0.001	0.08^ p < 0.01	1.12^* ***** P < 0.001	0.08^ p < 0.01
ACH	0.01	0.03		0.07^ p < 0.01
STEAM	0.36		0.04
SELF			0.003
GENDER	-0.09^* ***** P < 0.001	-0.09^* ***** P < 0.001	-0.062^* ***** P < 0.001	-0.10^* ***** P < 0.001

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[TFN01] Note . SD = Standard deviation; BE = Benevolence; UN = Universalism; SELF = Self-direction; STEM = Stimulation; HE = Hedonism; ACH = Achievement; POW = Power; SEC = Security; CON = Confidence; TRAD = Tradition Correlations

[TFN02] ^**
are significant at 0.01

[TFN03] ^*
significant at0.05 (correlation values lower than 0.06)