Comportamento do consumidor de artigos esportivos diante de acusações de atuação socialmente irresponsável contra uma empresa globalmente reconhecida

Abstract

This paper aims to examine the behavior of sporting goods consumers when confronted with the fact that a well-known, globalized firm has been accused of acting in a socially unacceptable way. Some ethical issues, such as using child and slave labor in manufacturing, are placed and the consumer response is analyzed in light of the actual situation that occurred with this company. In order to outline answers to these questions posed by the researchers, an online survey was conducted with Brazilian and foreigner students, over several months. The results expose the profile of the consumers and map an ethical opinion about the subject of the research, indicating that there is a different perception between Brazilians and foreigners when it comes to companies’ socially responsible acting.