Corporate social responsibility and environmental sustainabilityclassification of the initiatives of the FMCG companies operating in Brazil

Resumo

This work aims to provide a comprehensive analysis of the scenario of the environmental sustainability and corporate social responsibility initiatives in the Brazilian companies in the fast moving consumer goods market. To achieve this, the ten largest companies of the target market present in Brazil were analyzed by classifying their initiatives in three broad perspectives. With this classification a big picture of the market can be seen. The perspectives used to elaborate the work are (1) environmental or social initiative; (2) internal or external focus and (3) brand or cost driver. After classifying all the initiatives, it was possible to see that similar companies, operating in similar markets, have strategies that are very alike of each other. Besides that, it was clear that the company’s business strategy influences its environmental and social policies, particularly the objectives this polices seek to obtain. Although this work presents a comprehensive picture of the fast moving consumer goods sector regarding the companies’ responsible behavior polices, it has some limitations. The most significant limitation concerns the methodology. The initiatives were evaluated by the quantity and the range, sizes and the benefit of the positive impact were not evaluated, thus comparing the impact size of each company cannot be done, since there can be one project of a company that has a much larger and better impact than several others done by some other company. The comparison of the companies also has been made impossible by the fact that the information was collected from the reports, which, besides having their own limitations, are not standardized and can lead to faulty comparison and even classifications. The methodology was based in cluster categories, however, the initiatives are not completely one thing or another, i.e. one initiative can have different impacts, drivers and/or focus, in those cases the most relevant one was chosen to classify them.

Ficha do documento

Tipo

Dissertação

Ano

2013

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/11321

Temas

Meio Ambiente

Palavras-chave

Sustentabilidade ambientalComportamento corporativoMotivadores de sustentabilidade ambientalEnvironmental sustainabilityCorporate social responsibilityFast moving consumer goodsCorporate behaviorCSR and environmental sustainability driversCiência políticaDesenvolvimento sustentávelResponsabilidade social da empresaBens de consumo - BrasilComportamento organizacional