Marketing para organizações sociais voltadas à causa animal: análise de fatores antecedentes a comportamentos pró-animal.

• Ano de defesa: 2016
• Autor(a) principal: Orsini, Anna Carolina Rodrigues
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Administração; Programa de Pós-Graduação em Administração; UFPB
• Palavras-chave em Português: Causa animal; Animal Cause; Marketing; ONGs; NGOs; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/tede/8274

This study aimed to analyze the scenario of performance and engagement for the animal cause in the city of João Pessoa, taking into consideration the role of marketing in the context of social organizations. A literature review enabled us to explore marketing topics applied to NGOs, focusing on activities aimed at animal causes, understanding factors and its dimensions that relate to the relevant attitudes in this study (donation of money, donation of time and pet adoption) and allowed formulation of nine hypotheses for empirical verification. These relationships were statistically tested, both globally and by data collection context, through linear models. Our main observations were: Having a positive perception of life experiences related to animals and socializing with people engaged in the cause predisposes people to donate time and adopt animals; Perceive your own collaboration and the role of NGOs as effective in promoting the well-being of animals predisposes people to donate money and time to the animal cause; Perceive your contribution to the cause as a moral duty predisposes people to donate money, time and adopt animals; Recognizing the right of animals to live in dignity, free from abuse and neglect, predisposes people to donate money and time, to some extent, to the animal cause. This study contributes to marketing management practices in social organizations devoted to animal causes and raises the discussion around the subject for social organizations in Brazil. Thus, collaborating with including the animal cause as an important social issue for discussion in the academic context.