Responsabilidade socioambiental empresarial na loja Extra Hipermercado Santa Rosália do Grupo Pão de Açúcar: uma experiência em questão - Sorocaba/SP 2000/2009

Abstract

This dissertation aimed to identify and analyze the Social and Environmental Responsibility actions on the Self-Service Retail. The theme approach comprised the period between 2000 and 2009, starting from the case study on Extra Hypermarket Santa Rosália in Sorocaba/ SP that belongs to Pão de Açúcar Group. The methodology included the Bibliographic Research about conceptual production referring to Corporate Social and Environmental Responsibility, Social Balance, Commerce, Retail, Self-Service Retail; the Documental Research (Laws, Sustainability Reports, Social Balance and others) and the Field Research. On the research, with qualitative features, it was used for the methodological procedures the semi-structured interview with seven subjects: collaborators, organized Sorocaba civil society representatives and partners of the Social and Environmental Responsibility actions developed by Extra store, as well as the Participant Observation and technological resources, as filming a video and access to specific websites on the perspective of describing such actions on its working dynamics. The analysis of the empirical data emphasized the content and meaning of the people reports. The research results evidenced that the developed actions are mainly focalized in a strategy of customer gaining and retail marketing, however, they involve educative actions and have the possibility of spreading healthy habits aiming the life quality improvement of the local population. The results indicate, yet, fragility considering the discontinuity features and fragmentation of these actions and in evidence the absence of planning, monitoring, checking and the participation of everyone involved on the shared effectuation of the Corporate Social and Environmental Responsibility