A influência da comunicação de responsabilidade social corporativa nos consumidores

: estudo de caso Renault Portugal

Abstract

With society's increasing concern and sensitivity regarding the impact of human activity on the planet, it has become imperative for organizations to take on more sustainable responsibilities. To reduce the negative impact of business in the social and environmental sphere, companies have begun to introduce corporate social responsibility (CSR) measures as an integral part of their business model. In this sense, for the development of this research, it was defined as the study object of the communication policy of CSR of Renault Portugal with emphasis on a specific CSR action, the Sustainable Urban Mobility Project, the result of a partnership between Renault Portugal and the Historical Villages of Portugal. Derived from the brand's presence in the national context and its history in the celebration of CSR actions, Renault was selected to carry out an empirical study of the influence of CSR communication on consumers. Thus, this case study will qualitatively analyze how a global communication policy is adapted to the national context, through the analysis of a current and local project. The theoretical approach takes place at the intersection of two fields of social theory, theories of organizations, which include theories of CSR, and theories of communication.Conducting this research proved to be vital, as it allowed for an in­depth study and understanding of the structure of a CSR communication policy. Besides being essential to invest in the development of strategic communication, a strong investment in external communication actions proved to be equally important. In this sense, it is noteworthy that public relations play a key role in the development of these strategies, as well as in maintaining the essential positive relationship with the press. Communication is a complex process that varies depending on the message, the receiver, and the medium, and when strategically adapted, it is capable of positively influencing the consumer's perception of the brand.

Date of Award	31 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Isadora Ataíde Fonseca (Supervisor)