Social responsibility in the food and beverage industry in Brazil

Cândido Ferreira Silva Filho; Bianca Somogyi Camargo Francisco; Samuel Carvalho  De Benedicto; Cibele Roberta  Sugahara; Luiz Henrique Vieira da Silva

doi:10.31686/ijier.vol8.iss7.2475

Authors

Cândido Ferreira Silva Filho Pontifícia Universidade Católica de Campinas
Bianca Somogyi Camargo Francisco Pontifícia Universidade Católica de Campinas
Samuel Carvalho De Benedicto Pontifícia Universidade Católica de Campinas. Centro de Economia e Administração. Programa de Pós-Graduação Stricto Sensu em Sustentabilidade.
Cibele Roberta Sugahara Pontifícia Universidade Católica de Campinas. Centro de Economia e Administração. Programa de Pós-Graduação Stricto Sensu em Sustentabilidade.
Luiz Henrique Vieira da Silva Pontifícia Universidade Católica de Campinas

DOI:

https://doi.org/10.31686/ijier.vol8.iss7.2475

Keywords:

social responsibility, sustainability, communication, business strategy, food and beverage.

Abstract

Social responsibility is a growing theme, given the rapid and necessary transformations observed in corporate management in recent years towards sustainable development. Thus, the purpose of this research was to study the communication of social responsibility in the food and beverage sector in Brazil, as well as to characterize the link between social responsibility and business strategy. As for the research methodology, it is descriptive and explanatory, with a bibliographic and documental survey on corporate websites, with the purpose of knowing the projects and the results of social responsibility actions, which are communicated and published by the selected companies. The selection criteria of these companies is their position in the ranking of net revenue of the sector. The results indicate, for the studied companies, that investments in social responsibility are linked to the competitive strategy. However, there is scope for improvement through more detailed responsible business practices and the results of social responsibility projects, enabling it to meet stakeholder demands, strengthening reputation and increasing long-term sales and profits.

Downloads

Download data is not yet available.

References

ABRAMOVAY, R. Muito além da Economia Verde. São Paulo: Ed. Abril, 2012.

ANDRIKOPOULOS, A.; KRIKLANI, N. (2013), Environmental disclosure and financial characteristics of the firm: the case of Denmark. Corporate Social Responsibility and Environmental Management, v. 20, p. 55-64, 2013. DOI: https://doi.org/10.1002/csr.1281

AZIM, Mohammad Tahlil. Responsabilidade Social Corporativa e comportamento do funcionário: papel mediador do compromisso organizacional. Revista Brasileira de Gestão e Negócios, São Paulo, v. 18, n. 60, p. 207-225, Abr. 2016. Disponível em: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1806-48922016000200207&lng=en&nrm=iso. Acesso em: 31 out. 2019.

BARAIBAR-DIEZ, E.; SOTORRIO, L. L. O efeito mediador da transparência na relação entre responsabilidade social corporativa e reputação corporativa. Revista Brasileira de Gestão e Negócios, São Paulo, v. 20, n. 1, p. 5-21, Mar. 2018. Disponível em: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1806-48922018000100005&lng=en&nrm=iso. Acesso em: 30 out. 2019.

BARNETT, M.L. Stakeholder influence capacity and the variability of financial returns to corporate social responsibility. Academy of Management Review, v. 32, pp. 794– 816, 2007. DOI: https://doi.org/10.5465/amr.2007.25275520

BOWEN, H. R. Social responsibilities of the business man. New York, Harper & Row, 1953.

BRANCO, M. C.; DELGADO, C.; SÁ, M.; SOUSA, C. Comparing CSR communication on corporate web sites in Sweden and Spain. Baltic Journal of Management, v. 9, n. 2, p. 231-250, 2014. DOI: https://doi.org/10.1108/BJM-10-2013-0151

BRUNK, K. H. Exploring origins of ethical company/brand perceptions — A consumer perspective of corporate ethics. Journal of Business Research, n. 63, p. 255–262, 2010. DOI: https://doi.org/10.1016/j.jbusres.2009.03.011

CARROLL, A. B.; SHABANA, K. M. The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice. International Journal of Management Reviews. v. 12, n. 1, p. 85-105, 2010. DOI: https://doi.org/10.1111/j.1468-2370.2009.00275.x

CARROLL, A. B. The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business Horizons, v. 4, n. 4, p. 39-46. 1991. DOI: https://doi.org/10.1016/0007-6813(91)90005-G

CARROLL, A. B. A Three-Dimensional Conceptual Model of Social. , v. 4, n. 4, p. 497-505, October 1979. DOI: https://doi.org/10.5465/amr.1979.4498296

CORMIER, D.; MAGNAN, M. Environmental reporting management: a continental European perspective. Journal of Accounting & Public Policy, v. 22, n. 1, p. 43-62, 2003. DOI: https://doi.org/10.1016/S0278-4254(02)00085-6

DAVIS, K. Can business afford to ignore social responsibilities? California Management Review, v. 2, p. 70-76, 1960. DOI: https://doi.org/10.2307/41166246

ELKINGTON, J. Sustentabilidade – Canibais com garfo e faca. São Paulo: M. Books, 2012.

ENDERLE, G. Global Competition and Corporate Responsibilities of Small and Medium-Sized Enterprises. Business Ethics: A European Review, v. 13, p. 50-63, Jan. 2004. DOI: https://doi.org/10.1111/j.1467-8608.2004.00349.x

FARIA, A.; SAUERBRONN, F. F. A Responsabilidade Social é uma Questão de Estratégia? Uma abordagem crítica. Revista de Administração Pública, Rio de Janeiro, v. 42, n. 1, p. 07-33, jan./fev. 2008. DOI: https://doi.org/10.1590/S0034-76122008000100002

FREDERICK, W. C. The growing concern over business responsibility. California Management Review, v. 2, p. 54-61, 1960. DOI: https://doi.org/10.2307/41165405

FRIEDMAN, M. The social responsibility of business is to increase its profits. The New York Times Magazine, Sep. 13, 1970.

GIL, A. C. Métodos e técnicas de pesquisa social. 6. ed. São Paulo, Atlas, 2008.

HARJOTO, M. A. Corporate social responsibility and corporate fraud. Social Responsibility Journal, v. 13, n. 4, p.762-779, 2017. DOI: https://doi.org/10.1108/SRJ-09-2016-0166

HARTMANN, M. Corporate social responsibility in the food sector. European Review of Agricultural Economics, v. 38, n. 3, p. 297–324, Ago. 2011. DOI: https://doi.org/10.1093/erae/jbr031

INSTITUTO AKATU / INSTITUTO ETHOS. Responsabilidade Social das Empresas. Percepção do Consumidor Brasileiro. PESQUISA 2010. Disponível em: https://www.akatu.org.br/wp-content/uploads/file/pesquisa-responsabilidade-social-das-empresas-percepcao-do-consumidor-brasileiro-2013-2010(2).pdf. Acesso em: 24 abr. 2019.

KAMIYA, A. S. M.; HERNANDEZ, J. M. C.; XAVIER, A. K. S.; RAMOS, D. B. A importância do apego à marca para o engajamento em causas de Responsabilidade Social Corporativa. Revista de Administração de Empresas, São Paulo, v. 58, n. 6, p. 564-575, nov. 2018. Disponível em: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-75902018000600564&lng=pt&nrm=iso. Acesso em: 30 out. 2019. DOI: https://doi.org/10.1590/s0034-759020180605

KNECHTEL, Maria do Rosário. Metodologia da pesquisa em educação: uma abordagem teórico-prática dialogada. Curitiba: Intersaberes, 2014.

KONG, D. Does corporate social responsibility matter in the food industry? Evidence from a nature experiment in China, Food Policy, Elsevier, v. 37, n. 3, p. 323-334, 2012. DOI: https://doi.org/10.1016/j.foodpol.2012.03.003

MALONI, M. J.; BROWN, M. E. Corporate Social Responsibility in the Supply Chain: An Application in the Food Industry. Journal of Business Ethics, v. 68, p. 35-52, 2006. DOI: https://doi.org/10.1007/s10551-006-9038-0

McGUIRE, J. W. Business and society. New York, McGraw-Hill, 1963.

MELO NETO, F. P., FRÓES, C. Gestão da responsabilidade social corporativa: o caso brasileiro. Rio de Janeiro, Qualitymark, 2001.

NIDUMOLU, R., PRAHALAD, C.K. AND RANGASWAMI, M.R. Why Sustainability Is Now the Key Driver of Innovation. Harvard business review, 2009.

PARK, W.; MACINNIS, D.; PRIESTER, J.; EISINGERICH, A.; IACOBUCCI, D. Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing. Vol. 74, p. 1-17, 2010, nov. 2010. Disponível em: http://www2.owen.vanderbilt.edu/dawn.iacobucci/articles/JM2010-brands-w-CW-Joe.pdf. Acesso em: 31 out. 2019. DOI: https://doi.org/10.1509/jmkg.74.6.1

PORTER, M.E.; KRAMER, M.R. Strategy & society: the link between competitive advantage and corporate social responsibility. Harvard Business Review, v. 84, p. 78–92, 2006.

PORTER, M. E. Estratégia Competitiva: técnicas para análise de indústrias e da concorrência. Rio de Janeiro, Campus, 1991.

PRAHALAD, C. K.; HAMEL, G. The Core Competence of the Corporation. Harvard Business Review, p. 3- 15, May/June, 1990.

SEVERINO, A. J. Metodologia do Trabalho Científico. 23. ed. rev. atual. São Paulo, Cortez, 2007. DOI: https://doi.org/10.36311/2007.978-85-249-1311-2

SILVA FILHO, C. F.; BENEDICTO, S. C.; SUGAHARA, C. R.; GEORGES, M. R .R. Corporate Social Responsibility of Pharmaceutical Industry in Brazil. INTERNATIONAL JOURNAL OF HUMANITIES AND SOCIAL SCIENCE (ONLINE), v. 9, p. 40-50, 2019. DOI: https://doi.org/10.30845/ijhss.v9n1p4

TANG, L.; LI, H. Corporate social responsibility communication of chinese and global corporations in China. Public Relations Review, v. 35, p. 191-212, 2009. DOI: https://doi.org/10.1016/j.pubrev.2009.05.016

VALOR. Ranking Valor 1000. Nº 18, Ano 18, agosto 2018.

WALTON, C.C. Corporate Social Responsibilities. Wadsworth, Belmont, CA, 1967.

WANDERLEY, L. S. O.; LUCIAN, R.; FARACHE, F.; SOUSA FILHO, J. M. CSR Information Disclosure on the Web: A Context-Based Approach Analysing the Influence of Country of Origin and Industry Sector. Journal of Business Ethics, v. 82, p. 369–378, Oct. 2008. DOI: https://doi.org/10.1007/s10551-008-9892-z