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Abstract(s)
Os impactos negativos da pandemia por Covid-19, as estratégias de sustentabilidade das
organizações e a crescente exigência dos consumidores têm colocado na ordem do dia as
questões da reputação corporativa.
Considerando o atual contexto e conceitos cada vez mais relevantes como o consumo
sustentável e a ação climática, a presente investigação centra-se na análise do impacto que a
pandemia por Covid-19 exerce nas estratégias de sustentabilidade das organizações em
Portugal, propondo-se averiguar uma decorrente influência na sua reputação corporativa.
O objetivo desta investigação é pois, avaliar em que medida os impactos
socioeconómicos da pandemia por Covid-19 estarão a exercer um efeito negativo nas
estratégias de sustentabilidade das organizações em Portugal, que resulte numa reputação
corporativa igualmente negativa junto do seu público. Alicerçada na opinião de uma
especialista em sustentabilidade e política pública nacional de mitigação climática, nesta
investigação realizaram-se entrevistas a diretores de sustentabilidade de organizações do
PSI20 e administrou-se um inquérito por questionário a consumidores nacionais.
Concluiu-se que apesar de consistentes, as estratégias de sustentabilidade das
organizações sofreram alterações sobretudo de um ponto de vista temporal. Ou seja, a
pandemia por Covid-19 veio não só exigir uma necessária adaptação ao contexto, como
também acelerar planos de atividades de forma a colmatar necessidades ambientais e sociais
conjunturais.
Chegou-se também à conclusão de que os consumidores se mostraram críticos quanto à
honestidade e credibilidade de iniciativas de caráter social ou ambiental em período de
pandemia – sem que, com isso, se consiga identificar uma influência direta na reputação
corporativa das organizações.
Corporate reputational issues are, nowadays, much more demanding if we consider the negative impacts of the Covid-19 pandemic, the need for credible sustainability strategies and consumers’ growing ESG expectations. Thus, this research focuses on the analysis of the impact that Covid-19 pandemic is having on corporates’ sustainability strategies in Portugal, proposing to investigate any type of influence on their reputation. The main objective of this research is to assess to which extent the socio-economic impacts of the Covid-19 pandemic are playing a negative role on corporate sustainability strategies in Portugal, resulting in an equally negative corporate reputation. This investigation took, as a starting point, a sustainability and climate mitigation policy expert’s view, followed by interviews to PSI20’s Chief Sustainability Officers, alongside a survey conducted among Portuguese consumers. It was concluded that despite being consistent, corporate sustainability strategies underwent changes, especially from a temporal point of view. In other words, the Covid-19 pandemic not only required an adaptation to the context, but also accelerated corporate initiatives in order to meet current environmental and social needs. It was also concluded that consumers were concerned about the honesty and credibility of social and environmental initiatives during Covid-19, but a direct influence on corporate reputation was not found.
Corporate reputational issues are, nowadays, much more demanding if we consider the negative impacts of the Covid-19 pandemic, the need for credible sustainability strategies and consumers’ growing ESG expectations. Thus, this research focuses on the analysis of the impact that Covid-19 pandemic is having on corporates’ sustainability strategies in Portugal, proposing to investigate any type of influence on their reputation. The main objective of this research is to assess to which extent the socio-economic impacts of the Covid-19 pandemic are playing a negative role on corporate sustainability strategies in Portugal, resulting in an equally negative corporate reputation. This investigation took, as a starting point, a sustainability and climate mitigation policy expert’s view, followed by interviews to PSI20’s Chief Sustainability Officers, alongside a survey conducted among Portuguese consumers. It was concluded that despite being consistent, corporate sustainability strategies underwent changes, especially from a temporal point of view. In other words, the Covid-19 pandemic not only required an adaptation to the context, but also accelerated corporate initiatives in order to meet current environmental and social needs. It was also concluded that consumers were concerned about the honesty and credibility of social and environmental initiatives during Covid-19, but a direct influence on corporate reputation was not found.
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Keywords
Pandemia Covid-19 Sustentabilidade Reputação corporativa Consumidores Pandemic Sustainability Corporate reputation Consumers