O papel da responsabilidade social corporativa e da imagem corporativa nas intenções de consumo desportivo responsável
DOI:
https://doi.org/10.47197/retos.v83.118436Palavras-chave:
Responsabilidade social das empresas (RSC), imagem corporativa, consumo sustentável, consciência ambiental, economias emergentesResumo
Introdução: O conceito de responsabilidade social e imagem corporativa sustentável tem vindo a cobrar uma relevância crescente nos últimos anos, especialmente antes das alterações climáticas e da crescente procura de consumo responsável.
Objectivo: Examinar o papel da Responsabilidade Social Empresarial e da imagem corporativa na conformação de intenções de consumo desportivo responsável no Chile.
Metodologia: Foi realizada uma consulta online a 465 consumidores e os dados foram analisados utilizando a abordagem de modelação de equações estruturais (PLS-SEM).
Resultados: Os resultados revelam que a imagem corporativa exerce uma grande influência na intenção de compra responsável em comparação com a Responsabilidade Social Empresarial, enquanto a Responsabilidade Social Empresarial impacta significativamente a perceção da imagem corporativa.
Discussão: Estes resultados melhoraram a compreensão teórica ao mostrar como o RSE fomenta indiretamente o consumo responsável pela construção de uma imagem, especialmente nas economias.
Conclusões: Numa perspetiva prática, o estúdio fornece informações práticas para as organizações que procuram desenvolver estratégias de eficácia de sustentabilidade, fortalecer a confiança do consumidor e promover comportamentos ambientalmente responsáveis. Ao abordar esta lacuna, a investigação destaca a importância de integrar a responsabilidade social empresarial e a imagem corporativa como impulsores chaves para promover práticas sustentáveis e o comportamento do consumidor em regiões sub-representadas.
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Direitos de Autor (c) 2026 Jessica Müller Pérez, Jorge Suarez Campos, Rina Álvarez Becerra, Elena Cachicatari-Vargas
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