Proceedings of the 3rd Business & Management Conference, Lisbon

THE RELATION OF CULTURAL VALUES AND CSR: A STUDY IN PORTUGAL AND GREECE

PAULA RODRIGUES, HÉLDER OLIVEIRA

Abstract:

This study aims to examine the relationship between individual cultural values and consumers’ perceptions about practices of social responsibility in Portugal and Greece. Data collection was undertaken using a structured questionnaire both in Portugal and Greece. Two theoretical models of structural equations that establish the relationship between cultural values and perceptions of consumers about practices of social responsibility were estimated. The results suggest that individual cultural values of Portuguese consumers influencing the perception of CSR practices are masculinity (MAS), tradition (TRD) and prudence (PRU). In the case of Greece consumers, individual cultural values influencing perception of CSR practices are interdependence (INT), independence (IND), gender equality (GEQ) and prudence (PRU). This paper demonstrates the importance of the subject, since consumers assume different perspectives and value different aspects of CSR practices, and companies must be aware of these differences if they want to effectively reach consumers.

Keywords: individual cultural values, corporate social responsibility, cross-cultural studies, consumer behaviour, structural equation models.

DOI: 10.20472/BMC.2016.003.017

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