A influência da responsabilidade socioambiental das empresas de vestuário na decisão de compra dos jovens de Parintins-AM

Abstract

Social Responsibility is a principle adopted by companies that seek to give back to society. It provides actions with ethical foundations that promote improvements in the social conditions of its internal and external audiences, reduction of environmental impacts, thus establishing a commitment to developing sustainable thinking within the organization. This study has the general objective: to understand how social responsibility adds value to the image of companies in the clothing sector from the perspective of consumers in the municipality of Parintins/AM. To understand the issues raised in this research, authors such as: Formentini (2004), Borger (2019), Lacerda (2005) and Sá et al. (2013). To carry out this research, a survey was carried out, together with clothing consumers in the city of Parintins-AM, where the data were treated in a quantitative way. The results show that the young population aged 15 to 29 years investigated is aware of what socio-environmental responsibility is, demonstrates concern with socio-environmental issues, but does not put this concept into practice in their daily lives. When buying a clothing product, they are more concerned with price, quality and visual appearance than with the social and environmental actions carried out by the company in the context in which it operates. To this end, socio-environmental actions add value to the company's brand, especially when it comes to guaranteeing the labor rights of employees and measures that can reduce and dispose of waste correctly. In this way, it is concluded that despite Social Responsibility being a trend to be followed in the organizational scope, by following the demands and changes in consumer behavior and in the market itself, local companies need to spread this concept in their actions aiming not only to return profitable, but benefit society in general.