Uma visão das práticas de Responsabilidade Social Corporativa adotadas pelas indústrias fornecedoras do varejo de departamentos no Brasil

Abstract

Current society demonstrates, over the last century, a greater concern with the corporate social responsability, and the private organizations, to meet the demands enforcement and competitiveness, are not outside this current moment. Given this scenario, the proposed work, classified as exploratory, descriptive and field research, sought to know the corporate landscape of industries located in Brazil, in specific sectors, from the point of view of their adoption practices of Corporate Social Responsibility. For this analysis, it was necessary to develop a quantitative research through a survey. The instrument used was a structured questionnaire constructed by the author from the exploration literature, based on the theme of Corporate Social Responsibility and Stakeholders, which was analyzed in the light of statistics through SPSS software. This instrument allows to evaluate the adoption of CSR practices of organizations from three perspectives: the interaction with the actors of the organization and theirs internal affairs, the interaction of the organization with the external actors and, finally, the interaction of the organization with the environmental perspective. The survey was made possible with the closed questionnaire where the answers should be marked on a five-point Likert scale, sent to 246 industries that produce items of different segments (Textile and Fashion, Electronic, Health, Health and Beauty, Home, Leisure and Toys and Food) which are commercialized in Brazil Retail Departments. Furthermore, the stakeholders that are directly related industries respondents were approached in two clusters of issues: the first sought to identify the stakeholders pressure driven to industries adopt CSR practices, and the second sought to identify the perception of the industry with respect to the strength of the environment of the countries listed as the pressures on organizations to develop this responsibility. The research revealed that the results are in line with the theoretical material explored and indicates, from the rate of return of 58.13% of the respondents, the Electronics Industry presents itself as the most practices adoptions among five sectors explored. In addition, it pointed out that the stakeholder most pressing industry to develop responsible actions is the Media, followed by the Government, theoretically justified by the concern of organizations in being obedient to the rules imposed by the government powers or the concern to act more responsibly by an keen to maintain a good image and thereby remain competitive. Furthermore, it was found that there is a movement to develop corporate responsibilities facing the internal environment of organizations where concerns about workers and the production quality present themselves as among the priority actions developed by this organizational environment, unlike concerns with agents external. On the other hand, it is known, from the interactions with the various respondents and the theoretical revisions that CSR is far from being an ideal reality in Brazilian institutional environment, requiring greater involvement of important stakeholders such as consumers, for example: the consumers have a great power of press organizations to develop different kinds of postures responsible but who are unaware of or do not use up this power.