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Edição
v. 42 (2026)

Associação entre as declarações de responsabilidade social corporativa de uma empresa de tabaco, apoio à empresa e às políticas e percepções e intenções entre brasileiros

Conteúdo do artigo principal

Luciana Correia Borges
Silvana Rubano Barretto Turci
Sara Perez
Eric Crosbie
Louis Forline
Graziele Grilo
Jennifer L. Pearson
DOI: https://doi.org/10.1590/0102-311XEN111925

Resumo:

 


Objetivou-se examinar como as mensagens de responsabilidade social corporativa das empresas de tabaco influenciam as atitudes públicas, o apoio político e a percepção de risco entre os adultos brasileiros; especificamente, explorar se a exposição ao vídeo de responsabilidade social corporativa de uma empresa fictícia de tabaco afeta as opiniões dos espectadores sobre a empresa, as percepções dos danos do cigarro e do cigarro eletrônico e a intenção de usar esses produtos. Realizou-se um experimento randomizado online com 4.047 adultos brasileiros com 18 anos ou mais, recrutados por meio do painel Qualtrics. Os participantes foram aleatoriamente designados para assistir a um vídeo de três minutos retratando uma empresa fictícia de tabaco brasileira – a Cruzeiro do Sul –, apresentando suas atividades comerciais isoladas (controle) ou com mensagens adicionais de responsabilidade social corporativa (experimental). Os desfechos foram avaliados por meio de regressão linear para as variáveis contínuas e regressão de Poisson com variância robusta para os desfechos binários. Os efeitos de interação foram explorados por gênero e tabagismo. A exposição ao vídeo de responsabilidade social corporativa foi associada a opiniões significativamente mais favoráveis da empresa (β = 0,16, p < 0,001), especialmente entre as mulheres (β = 0,21). Os espectadores também eram mais propensos a perceber os cigarros da empresa como menos prejudiciais do que outros (IRR = 1,14, IC95%: 1,05; 1,25), com um efeito mais forte entre os não fumantes (IRR = 1,26, IC95%: 1,04; 1,53). Não houve efeito significativo no apoio geral às políticas de controle do tabaco ou na intenção de usar os produtos. As mensagens de responsabilidade social corporativa das empresas de tabaco podem melhorar a imagem corporativa e enganar os consumidores sobre os danos causados pelo produto, potencialmente minando os esforços de controle do tabaco. Esses efeitos refletem aqueles observados na publicidade tradicional do tabaco.

Palavras-chave:
Indústria do Tabaco; Marketing Social; Política Pública; Opinião Pública
Biografia do Autor

Luciana Correia Borges, University of Nevada, Reno

JP obtained funding, conceived the research project, oversaw the experimental materials and survey design, oversaw analyses, and led the writing team. LB aided JP in obtaining funding and conceiving the research project, designed and translated the experimental materials and survey, conducted analyses, and wrote the English and Portuguese manuscript drafts. ST contributed to developing the experimental materials and survey and revised the manuscript. LF contributed to the experimental materials and manuscript revisions. EC contributed to the development of the survey and made revisions to the manuscript. SP and GG contributed to the revisions of the manuscript. JP is the guarantor of the article.

Silvana Rubano Barretto Turci, Oswaldo Cruz Foundation

JP obtained funding, conceived the research project, oversaw the experimental materials and survey design, oversaw analyses, and led the writing team. LB aided JP in obtaining funding and conceiving the research project, designed and translated the experimental materials and survey, conducted analyses, and wrote the English and Portuguese manuscript drafts. ST contributed to developing the experimental materials and survey and revised the manuscript. LF contributed to the experimental materials and manuscript revisions. EC contributed to the development of the survey and made revisions to the manuscript. SP and GG contributed to the revisions of the manuscript. JP is the guarantor of the article.

Sara Perez, University of Nevada, Reno

JP obtained funding, conceived the research project, oversaw the experimental materials and survey design, oversaw analyses, and led the writing team. LB aided JP in obtaining funding and conceiving the research project, designed and translated the experimental materials and survey, conducted analyses, and wrote the English and Portuguese manuscript drafts. ST contributed to developing the experimental materials and survey and revised the manuscript. LF contributed to the experimental materials and manuscript revisions. EC contributed to the development of the survey and made revisions to the manuscript. SP and GG contributed to the revisions of the manuscript. JP is the guarantor of the article.

Eric Crosbie, University of Nevada, Reno

JP obtained funding, conceived the research project, oversaw the experimental materials and survey design, oversaw analyses, and led the writing team. LB aided JP in obtaining funding and conceiving the research project, designed and translated the experimental materials and survey, conducted analyses, and wrote the English and Portuguese manuscript drafts. ST contributed to developing the experimental materials and survey and revised the manuscript. LF contributed to the experimental materials and manuscript revisions. EC contributed to the development of the survey and made revisions to the manuscript. SP and GG contributed to the revisions of the manuscript. JP is the guarantor of the article.

 

Louis Forline, University of Nevada, Reno

JP obtained funding, conceived the research project, oversaw the experimental materials and survey design, oversaw analyses, and led the writing team. LB aided JP in obtaining funding and conceiving the research project, designed and translated the experimental materials and survey, conducted analyses, and wrote the English and Portuguese manuscript drafts. ST contributed to developing the experimental materials and survey and revised the manuscript. LF contributed to the experimental materials and manuscript revisions. EC contributed to the development of the survey and made revisions to the manuscript. SP and GG contributed to the revisions of the manuscript. JP is the guarantor of the article.

Graziele Grilo, Johns Hopkins

JP obtained funding, conceived the research project, oversaw the experimental materials and survey design, oversaw analyses, and led the writing team. LB aided JP in obtaining funding and conceiving the research project, designed and translated the experimental materials and survey, conducted analyses, and wrote the English and Portuguese manuscript drafts. ST contributed to developing the experimental materials and survey and revised the manuscript. LF contributed to the experimental materials and manuscript revisions. EC contributed to the development of the survey and made revisions to the manuscript. SP and GG contributed to the revisions of the manuscript. JP is the guarantor of the article.

Jennifer L. Pearson, University of Nevada, Reno

JP obtained funding, conceived the research project, oversaw the experimental materials and survey design, oversaw analyses, and led the writing team. LB aided JP in obtaining funding and conceiving the research project, designed and translated the experimental materials and survey, conducted analyses, and wrote the English and Portuguese manuscript drafts. ST contributed to developing the experimental materials and survey and revised the manuscript. LF contributed to the experimental materials and manuscript revisions. EC contributed to the development of the survey and made revisions to the manuscript. SP and GG contributed to the revisions of the manuscript. JP is the guarantor of the article.