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vol.23 issue1TRUST AND MANAGEMENT CONTROL SYSTEM: A STUDY ON META-SINTHETIC INTERACTIONSSTRATEGIC ALIGHMENT OF CORPORATE SOCIAL RESPONSIBILITY: A CASE STUDY IN THE BRAZILIAN BANKING SECTOR author indexsubject indexarticles search
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REAd. Revista Eletrônica de Administração (Porto Alegre)

Print version ISSN 1980-4164On-line version ISSN 1413-2311

Abstract

COSTA, Francisco José da; CARVALHO, Diana Lúcia Teixeira de  and  PACHECO, Joaquim Monteiro Reis. EFFECTS OF MESSAGE APPEALS OF SOCIO-ENVIRONMENTAL RESPONSIBILITY AND CONSUMER INTERESTS: AN ANALYSIS IN THE BANKING SECTOR. REAd. Rev. eletrôn. adm. (Porto Alegre) [online]. 2017, vol.23, n.1, pp.179-205. ISSN 1413-2311.  https://doi.org/10.1590/1413-2311.09716.63814.

This article aimed to analyze, comparatively, the bank customers’ reactions to investments focused on their interest and on social and environmental responsibility initiatives, and aimed to further compare the evaluations of actions of bank and supermarkets in the Brazilian city of João Pessoa. Initially, a theoretical review was conducted, which resulted in five hypotheses (and three sub hypotheses), that were evaluated using an experimental 2x3 factorial design. In the field survey, data from 249 respondents were obtained, and the hypotheses were analyzed by Student’s t test and analysis of variance. The results indicate that consumers, without being exposed to advertising stimuli of social and environmental responsibility, have more favorable reactions to initiatives in their interest; when they have to position themselves facing stimuli, social and environmental investments bring better evaluations. Regarding the analysis by company type, the effects on attitude, preference and willingness to recommend, when associated to banks, were worse evaluated, compared to supermarkets.

Keywords : Social and environmental responsibility; Customer interest; Banks.

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