Confiança em grandes empresas: uma comparação entre Brasil e Estados Unidos

Abstract

By using the database of the World Value Survey (WVS) - sixth edition (2010-2014), this article compared Brazil and the United States regarding the variable ‘trust in large companies', a variable which is not as widely used in the literature on the subject as the variable ‘trust in people’. Through the multivariate Logistic Regression technique, we verified how socioeconomic factors such as income, education, gender, age, and marital status, as well as perception variables like justice, competition, and equality can affect the confidence of individuals in large companies. The study identified both similarities and differences in the pattern of trust in large companies in Brazil and in the United States. In Brazil, if a person considers competition beneficial, that is, something that can stimulate individuals to work harder and develop new ideas, and if the person has a high level of schooling, he or she will have a high probability of relying on large companies. In the United States, on the other hand, the influence of the variables justice, marital status, equality, competition, and income on the trust in large companies was confirmed in the study, corroborating the hypotheses raised by the literature review.