RELATION BETWEEN BACKGROUND VARIABLES, VALUES AND CORPORATE SOCIAL RESPONSIBILITY/Relação entre variáveis de base, valores e responsabilidade social corporativa/Relación entre las variables contextuales, los valores y la responsabilidad social corporativa

• Published in: Revista de administração de emprêsas 2016-01, Vol.56 (1), p.8-19
• Main Authors: González-Rodríguez, María del Rosario, Díaz-Fernández, María del Carmen, Spers, Valéria Rueda Elias, Leite, Marcelo da Silva
• Format: Article
• Language: English
• Subjects: Conformity; Correlation analysis; Curricula; Higher education; Initiatives; Perceptions; Social responsibility; Spain; Studies; Success; Universalism; University students; Values
• ISSN: 0034-7590; 2178-938X
• DOI: 10.1590/S0034-759020160102

Consumer perception of corporate social responsibility (CSR) can be directly influenced by individual value structures. This research aims to provide new knowledge regarding the relationship between basic human values and the public's perception of CSR. It focuses on the values of higher education students and their views regarding a particular corporate social initiative. The study reveals that social, educational, and economic circumstances influence human values. Those values in turn influence why different students perceive CSR differently. These findings are relevant to companies as they provide a more detailed understanding of why certain consumer groups perceive certain CSR initiatives the way that they do. They also suggest that universities should increase their awareness of the importance of integrating human values and CSR in the curricula of future business managers and social leaders.