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A Relação da comunicação de sustentabilidade com a reputação corporativa dos bancos em Portugal
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Num contexto de crescente pressão sobre as instituições financeiras para adoptarem práticas sustentáveis, a reputação corporativa, um activo intangível crucial no sector bancário, é cada vez mais influenciada pela forma como o compromisso com a sustentabilidade é comunicado. Esta dissertação tem como objectivo analisar a relação entre a comunicação de sustentabilidade dos bancos a operar em Portugal e a reputação corporativa percebida pelos seus consumidores. Para tal, adoptou-se uma abordagem quantitativa, através de um inquérito por questionário aplicado a uma amostra de 119 consumidores, clientes de instituições financeiras no país. As escalas utilizadas foram fundamentadas na literatura académica, nomeadamente através do Reputation Quotient (Fombrun et al., 2000, 2015). Os resultados demonstram uma ligação directa e positiva: quanto maior a credibilidade que os consumidores atribuem à comunicação de sustentabilidade de um banco, melhor é a avaliação que fazem da sua reputação corporativa. Esta influência é particularmente forte no que toca à percepção de responsabilidade social, ambiental e de boa governance da instituição. Conclui-se que a comunicação de sustentabilidade é um factor influente e estratégico na formação da reputação percebida dos bancos portugueses. Uma comunicação percebida como clara, transparente e genuína fortalece a confiança do consumidor e a legitimidade da instituição, minimizando o cepticismo e potenciais percepções de greenwashing.
In the context of growing pressure on financial institutions to adopt sustainable practices, corporate reputation —a crucial intangible asset in the banking sector —is increasingly influenced by the way in which the commitment to sustainability is communicated. The primary objective of this dissertation was to analyze the relationship between the sustainability communication of banks operating in Portugal and the corporate reputation perceived by their customers. To this end, a quantitative research approach was employed through a questionnaire survey administered to a sample of 119 consumers, who are customers of financial institutions in the country. The scales used were based on academic literature, namely the Reputation Quotient (Fombrun et al., 2000, 2015). The results show a direct and positive link: the greater the credibility that consumers attribute to a bank's sustainability communication, the more positively they assess its corporate reputation. This influence is particularly strong when it comes to the perception of the institution's social and environmental responsibility and good governance. We conclude that sustainability communication is an influential and strategic factor in shaping the perceived reputation of Portuguese banks. Communication that is perceived as clear, transparent and genuine strengthens consumer confidence and the legitimacy of the institution, minimizing skepticism and potential perceptions of greenwashing.
In the context of growing pressure on financial institutions to adopt sustainable practices, corporate reputation —a crucial intangible asset in the banking sector —is increasingly influenced by the way in which the commitment to sustainability is communicated. The primary objective of this dissertation was to analyze the relationship between the sustainability communication of banks operating in Portugal and the corporate reputation perceived by their customers. To this end, a quantitative research approach was employed through a questionnaire survey administered to a sample of 119 consumers, who are customers of financial institutions in the country. The scales used were based on academic literature, namely the Reputation Quotient (Fombrun et al., 2000, 2015). The results show a direct and positive link: the greater the credibility that consumers attribute to a bank's sustainability communication, the more positively they assess its corporate reputation. This influence is particularly strong when it comes to the perception of the institution's social and environmental responsibility and good governance. We conclude that sustainability communication is an influential and strategic factor in shaping the perceived reputation of Portuguese banks. Communication that is perceived as clear, transparent and genuine strengthens consumer confidence and the legitimacy of the institution, minimizing skepticism and potential perceptions of greenwashing.
Descrição
Palavras-chave
Reputação corporativa Comunicação de sustentabilidade Sector bancário Banca Percepção do consumidor ESG Corporate reputation Sustainability communication Banking sector Banking Consumer perception
Contexto Educativo
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Licença CC
Sem licença CC