Social Responsibility in Higher Education: Students’ Perceptions

Abstract

This working paper analyses students’ perceptions on issues related to Social Responsibility in relation to marketing and management students of Portuguese universities. The aim of this paper is to understand how students perceive the Social Responsibility related concepts. It is of interest how they make sense of it when these topics are discussed within the confines of the marketing discipline and how they understand the conceptualisation and operationalisation. Secondly, a quantitative study has been conducted, including 118 students, aimed at verifying the students’ perceptions on Social Responsibility identified in the first study and its impact in terms of consumer choices. It was confirmed that the students do prefer and choose products from companies that concern themselves more with Social Responsibility.