A perspectiva do consumidor frente ao comportamento ético empresarial - 1ª Parte
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2002
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There is a trend of more competitive markets, as result of globalization, lower levels of economic growth and other causes. As so, the role played by consumers influencing the behavior of firms might increase. However many related questions emerge in Brazil. What does it mean ethical firm behavior to consumers? What are the ethical and unethical firms to the consumers? Is ethical firm behavior important to consumers? Do consumers reward the ethical firm behavior? About this last and crucial question, regarding some journalistic reports, the answer is yes. However, any academic empirical result was found in Brazil focusing such a question. This report involves a theoretical and empirical research about those questions. On the theoretical side, it was performed a review of the literature about: a) the increasing importance of business ethics; b) marketing and the role of consumer ethics in Brazil and abroad. On the empirical side, two were the purposes. First, a qualitative probe were done about the best and worse business practices in terms of ethics, as well as the most ethics and unethics companies. Second, the constructs Importance of Ethical Firm Behavior to the Consumer and Willingness of the Consumer to Reward Ethical Firm Behavior were measured, as well as a relationship among them were tested. A data base were built through a postal survey of citizens from Campo Grande, a Brazilian city. Ultimately, the findings and limitations were presented and discussed.