Bem-estar e sustentabilidade: análise do efeito de propagação de práticas corporativas socialmente responsáveis no comportamento dos consumidores e na adoção de produtos sustentáveis

The aim of this research project is to analyze the impact of socially responsible strategies undertaken by companies on consumers: preferences towards their products, and on the potential spillover effect on consumers; adoption of similar sustainable and social responsible behaviors. The retail industry has suffered significant changes in the last decades (Sethuranam and Gielens 2014). Along with the need of differentiation, market players started allocating part of their budget to the development of socially responsible and sustainable practices. For example, the UK retailer Tesco recently announced its strong commitment to the United Nations initiative that encourages businesses worldwide to adopt sustainable and socially responsible policies -Recommiting to the UN Global Compact- (Tesco, 2016). In a similar vein, also Unilever embraced publicly a strong commitment on the pursuing of sustainable practices with the purpose of improving health and well-being, reducing environmental impact, and enhancing livelihoods (Unilever Sustainable Living Plan; Unilever, 2017).