Moda, responsabilidade social corporativa e trabalho escravo: o consumo de vestuário pelas universitárias

Abstract

The aim of this study is to understand how young university students perceive companies that use slave labor in their productive chain and as such influence the purchasing decision process. The research was qualitative and used a semi structured script for data collection with university female students. The snowball-type approach and data analysis was via content analysis and a posteriori categorization, supported by Atlas TI software. With the results of the research it was understood that university students have a negative image of companies that have signs of slave labor in their supply chain. However, for those interviewed, the problem is far from their reality and some face the issue with certain conformity. Moreover, the perception of consumers about the concept of CSR is still not structured. It was also verified that the intention to buy in this group is shaken when the company presents signs of labor exploitation in its supply chain, such as Zara and the site Ali express. It was found that the perceptions of university girls about companies are negative and that this may determine their intention to boycott them.