Carla Regina Pasa Gómez

Strategic corporate social responsibility management for competitive advantage

Corporate social responsibility strategy and competitive advantage are important issues for the contemporary discussion on corporations in society when taking into account social and environmental impacts. Empirically, we can see that social responsibility strategies are associated with competitive advantages, such as attracting valuable employees as well as enhancing the company image and reputation. This paper presents a theoretical review that demonstrates the association between social strategy and competitive advantage through the formulation of social strategies that influence and are influenced by opportunities, resources, skills, corporation merits, industry structure and stakeholders. Based on the literature and a case study of Carrefour, a model is proposed for competitive advantages stemming from the formulation of social strategies, which are explained based on their elements and adaptation to societal expectations. This article seeks to enrich the discussion on the strategic management of social responsibility and contribute to the literature on Corporate Social Responsibility as well as Strategy and Competitive Advantage.

INDICADORES DE CONSUMO CONSCIENTE: uma avaliação do recifense sob a ótica do consumo sustentável

From the current environmental and social changes, the new behaviors had show a different view for individual and collective actions. Thus with the focus in individuals as consumers, this paper aims to articulate a set of conscious consumption indicators to identify the behaviors of Recife (Brazil) inhabitants from the sustainable consumption perspective. We used a quantitative approach through a survey with 601 individuals living in this city, adopting 40 indicators identified in academic literature. The main result had shown a little involvement of this population with conscious consumer practices, in which it is necessary to have the new interaction with the social actors. In addition, we identified according to the tests that the item schooling has a big influence on the behaviors from the great amount of difference in averages. Therefore, the set of indicators identified for this research from tools Greendex, Instituto Akatu and Ecological Footprint Method shown a positive contribution for conscious consumption studies in relation to sustainable consumption approach.

O papel do governo e a prática do consumo sustentável: como esse stakeholder atua no setor elétrico?

The discussions involving the perspective of sustainable development are increasingly present in everyday society, from realizing the need for restructuring in practice so far adopted. In this context, it is clear that emerging issues such as sustainable consumption, which can be understood as resulting from the consumption pattern of interrelationships between social actors directed to sustainable development (MICHAELIS, 2003; JACKSON, 2007; SILVA, 2010). In fact, with the acting of different actors need to identify how each one behaves. Thus, this study aims to identify the role of government in supporting sustainable consumption, understanding that this should be involved with other actors in a given economic sector. It is used an exploratory-descriptive research with a qualitative approach, conducted in the form of a case study of the Companhia Eletrica de Pernambuco (CELPE), which seeks to contribute to the achievement of sustainable consumption in the sector. From an industry characterization of sector and of sustainable consumption, it became possible to identify the role of government in this direction, which involves many aspects that are not necessarily restricted to regulation. Thus, we see the originality and relevance of the work in the discussion on the topic of sustainable consumption.

Os papéis da sociedade civil como protagonista no processo de promoção do consumo sustentável: uma análise baseada na percepção de especialistas brasileiros

Este artigo teve como objetivo analisar os papeis da sociedade civil para promover o consumo sustentavel no contexto brasileiro. Considera-se que a promocao do consumo sustentavel necessita da atuacao da sociedade civil por meio de um processo emancipatorio (SACHS, 2007), a partir do aprofundamento da democracia participativa e amplo exercicio de cidadania (COSTA; TEODOSIO, 2011; MICHELETTI; STOLLE, 2012). Isto porque consumo sustentavel depende de mudancas estruturais associadas a fatores politicos, institucionais e de mercado, o que requer o desenvolvimento de propostas mais colaborativas, nas quais a sociedade civil exerce papeis de protagonista ao lado de governos e empresas. Assim, em termos de procedimentos metodologicos, foi realizada uma pesquisa junto a especialistas brasileiros na tematica, a partir do uso do metodo Policy Delphi . Os resultados demonstram que dos papeis da sociedade civil analisados, apenas o carrotmob , no nivel meso, nao foi validado como relevante. Quanto aos demais papeis avaliados, apenas a pratica do buycott foi classificado como “muito importante”, no nivel micro, enquanto os outros foram classificados como “criticamente importante” no processo de promocao do consumo sustentavel no contexto brasileiro.

Consumo e sustentabilidade: um levantamento das práticas cotidianas de consumidores na cidade de Campina Grande/PB - Consumption and sustainability: the daily consumption practices in the city of Campina Grande (Brazil)

Modificar os atuais padroes de producao e consumo passou a ser considerado como um dos principais objetivos da proposta do desenvolvimento sustentavel, estabelecido no capitulo 4 da Agenda 21, buscando-se dar prioridade a otimizacao na utilizacao dos recursos naturais e a reducao do desperdicio ao minimo. Dai a necessidade de intervir nos padroes e niveis de consumo da sociedade e influenciar no comportamento e estilos de vida e consumo das pessoas na busca por praticas cotidianas de consumo mais sustentaveis. Porem, para intervir, e necessario, antes, conhecer o comportamento dos consumidores, o que pode ocorrer a partir da utilizacao de indicadores de consumo. Nesse sentido, uma dessas metodologias e o Greendex que foi desenvolvido pela National Geographic e Global Scan (2008) com o objetivo de medir e monitorar os progressos dos consumidores em direcao a praticas de consumo ambientalmente sustentaveis. Desta forma, este artigo teve como objetivo fazer um levantamento das praticas cotidianas de consumo, em termos de consumo sustentavel, na cidade de Campina Grande (Brasil), a partir de uma adaptacao do Greendex . Para tanto, realizou-se um levantamento de natureza descritiva com uma amostra representativa de consumidores que habitam na cidade. Observou-se que os investigados ainda nao possuem praticas cotidianas de consumo sustentaveis, apontando-se para a necessidade de promover incentivos e estruturas que possibilitem a mudanca nos seus comportamentos de consumo para praticas cotidianas mais sustentaveis ABSTRACT Modify the current patterns of production and consumption has been considered as one of the main objectives of the proposal of sustainable development set out in Chapter 4 of Agenda 21, is seeking to give priority to optimize the use of natural resources and reduction of waste to a minimum . Hence the need to intervene in consumption patterns and levels of society and influence the behavior and lifestyles and consumption of people in the search for daily practices more sustainable consumption. However, to intervene, it is necessary first, to know the behavior of consumers, which may occur from the use of consumer indicators. In this sense, one of these methodologies is the Greendex which was developed by National Geographic and Global Scan (2008) in order to measure and monitor the progress of consumers towards environmentally sustainable consumption practices. Thus, this study aimed to survey the daily consumption practices in terms of sustainable consumption in the city of Campina Grande (Brazil), from an adaptation of Greendex. Therefore, we carried out a survey of descriptive with a representative sample of consumers who live in the city. It was observed that the investigation does not have daily practices of sustainable consumption, pointing to the need to promote incentives and structures that enable change in their consumption behavior to more sustainable everyday practices. DOI - http://dx.doi.org/10.17800/2238-8893/aos.v5n1p21-38

Indicadores de consumo consciente: uma avaliação do recifense sob a ótica do consumo sustentável [doi: 10.5329/RECADM.2013012]

Diante das modificacoes socioambientais observadas, mudancas nos comportamentos tem demonstrado uma nova perspectiva de atuacao tanto individual quanto coletiva. Assim sendo, focando na atuacao do individuo enquanto consumidor, o presente artigo tem por objetivo articular um conjunto de indicadores de consumo consciente para a identificacao do comportamento da populacao de Recife/PE, sob a perspectiva do consumo sustentavel. Com abordagem quantitativa, realizou-se uma pesquisa do tipo survey com 601 recifenses a partir dos 40 indicadores de consumo consciente identificados na literatura. Como apresenta os resultados, existe um direcionamento considerado ‘suave’ para uma pratica consciente de consumo, entendendo serem necessarias interacoes com outros atores sociais. Alem disso, se observa com a realizacao dos testes que a variavel escolaridade apresenta maior influencia sobre o comportamento, pela grande quantidade de diferenca de medias. Com isso, o conjunto de indicadores agrupados para a realizacao dessa pesquisa a partir do Greendex , do Instituto Akatu e do Ecological Footprint Method , apresenta uma contribuicao positiva para o estudo do consumo consciente de uma populacao sob a perspectiva do consumo sustentavel. Palavras-chave: Consumo sustentavel; Consumo consciente; Indicadores. CONSCIOUS CONSUMPTION INDICATORS: AN EVALUATION OF RECIFE (BRAZIL) INHABITANT FROM SUSTAINABLE CONSUMPTION APPROACH Abstract From the current environmental and social changes, the new behaviors had show a different view for individual and collective actions. Thus with the focus in individuals as consumers, this paper aims to articulate a set of conscious consumption indicators to identify the behaviors of Recife (Brazil) inhabitants from the sustainable consumption perspective. We used a quantitative approach through a survey with 601 individuals living in this city, adopting 40 indicators identified in academic literature. The main result had shown a little involvement of this population with conscious consumer practices, in which it is necessary to have the new interaction with the social actors. In addition, we identified according to the tests that the item schooling has a big influence on the behaviors from the great amount of difference in averages. Therefore, the set of indicators identified for this research from tools Greendex, Instituto Akatu and Ecological Footprint Method shown a positive contribution for conscious consumption studies in relation to sustainable consumption approach. Keywords: Sustainable consumption; Conscious consumption; Indicators.

O papel do governo e a prática do consumo sustentável: como esse stakeholder atua no setor elétrico? [doi: 10.5329/RECADM.20111002008]

O PAPEL DO GOVERNO E A PRATICA DO CONSUMO SUSTENTAVEL: COMO ESSE STAKEHOLDER ATUA NO SETOR ELETRICO? RESUMO As discussoes que envolvem a perspectiva do desenvolvimento sustentavel cada vez mais estao presentes no cotidiano da sociedade, ao se perceber a necessidade de uma reestruturacao nas praticas ate entao adotadas. Nesse contexto, percebe-se que emergem aspectos como o consumo sustentavel, o qual pode ser entendido como o padrao de consumo resultante de inter-relacoes entre atores sociais direcionados para o desenvolvimento sustentavel (MICHAELIS, 2003; JACKSON, 2007; SILVA, 2010). De fato, com a atuacao de diferentes atores necessita-se identificar como cada um se comporta. Assim, o presente trabalho objetiva-se a identificar qual o papel do governo no auxilio ao consumo sustentavel, entendendo que esse deve estar envolvido com outros atores em um determinado setor economico. Utiliza-se uma pesquisa exploratorio-descritiva com abordagem qualitativa, conduzida sob a forma de um estudo de caso na Companhia Eletrica de Pernambuco (CELPE), que busca contribuir para o alcance de um consumo sustentavel no setor. A partir de uma caracterizacao do setor e da analise do consumo sustentavel, tornou-se possivel identificar o papel do governo nesse sentido, o qual envolve muitas vertentes que nao necessariamente se restringem a regulamentacao. Desse modo, percebe-se a originalidade e relevância do trabalho na discussao sobre a tematica do consumo sustentavel. Palavras-Chave Consumo Sustentavel; Atores Sociais; Governo. THE ROLE OF GOVERNMENT AND PRACTICE OF SUSTAINABLE CONSUMPTION: HOW OPERATES THIS STAKEHOLDER IN THE ELECTRICITY SECTOR? ABSTRACT The discussions involving the perspective of sustainable development are increasingly present in everyday society, from realizing the need for restructuring in practice so far adopted. In this context, it is clear that emerging issues such as sustainable consumption, which can be understood as resulting from the consumption pattern of interrelationships between social actors directed to sustainable development (MICHAELIS, 2003; JACKSON, 2007; SILVA, 2010). In fact, with the acting of different actors need to identify how each one behaves. Thus, this study aims to identify the role of government in supporting sustainable consumption, understanding that this should be involved with other actors in a given economic sector. It is used an exploratory-descriptive research with a qualitative approach, conducted in the form of a case study of the Companhia Eletrica de Pernambuco (CELPE), which seeks to contribute to the achievement of sustainable consumption in the sector. From an industry characterization of sector and of sustainable consumption, it became possible to identify the role of government in this direction, which involves many aspects that are not necessarily restricted to regulation. Thus, we see the originality and relevance of the work in the discussion on the topic of sustainable consumption. Keywords Sustainable consumption; Social actors; Government.