Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Gap between Sophisticated Consumers and Sophisticated Behaviors: Analysis of the Portuguese in Social Sustainability

Author(s): Isabel Oliveira, Jorge Figueiredo, Elizabeth Real de Oliveira

Social Responsibility is an issue that society in general is increasingly aware of. A fact that has led companies to adopt socially responsible measures in their strategic plan, as these will have an effect on their results. Thus, companies, in order to differentiate themselves from the competition, are more concerned with values, through Marketing associated with causes and corporate social responsibility (CSR).

However, there is still little evidence that this concern is reflected in the act of purchase, especially in countries with a low standard of living and different social realities. Given the existing gaps and the relevance of the topic, the aim of this study is to analyze whether Portuguese consumers know and attach importance to CSR and if this importance is translated into the act of purchase. To achieve this goal, 260 surveys were analyzed, distributed across 10 Portuguese districts, from February to April 2019. The statistical analysis of the data suggests that consumers are sophisticated in knowing and attaching importance to CSR. However, they do not show sophisticated behavior, as the price and quality of the product is the most important factor in the act of consumption. The gap between sophisticated consumer and sophisticated behavior is smaller among female consumers, with higher educational qualifications and higher monthly income.

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