Responsabilidade social empresarial: análise do caso natura

Abstract

Social responsibility is one of the most important phenomena in the scope of business activities, denoting the indispensability of a new productive logic for the maintenance of the current economic model. For this, this paper discusses the relationship between capitalism and sustainability, through which the idea of ​​conscious consumption arises. Accordingly, it verifies the growth in the market of humanized companies, which recognize the relationships of interdependence in the production chain, whether internal or external, so that they undertake to achieve favorable results concomitantly pursue profit. The present study focuses on social responsibility as an ideology and seeks to identify, from the analysis of the Natura case, how ethical and responsible behavior is related to the purpose of sustainability, fostering sustainable development in the market. In this context, he presents the main theories about the concept of corporate social responsibility, while highlighting the growing importance of the institutions' actions regarding the economic, social and environmental aspects in which they are inserted.