Social Responsibility is a principle adopted by companies that seek to give back to
society. It provides actions with ethical foundations that promote improvements in the
social conditions of its internal and external audiences, reduction of environmental
impacts, thus establishing a commitment to developing sustainable thinking within the
organization. This study has the general objective: to understand how social
responsibility adds value to the image of companies in the clothing sector from the
perspective of consumers in the municipality of Parintins/AM. To understand the issues
raised in this research, authors such as: Formentini (2004), Borger (2019), Lacerda
(2005) and Sá et al. (2013). To carry out this research, a survey was carried out,
together with clothing consumers in the city of Parintins-AM, where the data were
treated in a quantitative way. The results show that the young population aged 15 to
29 years investigated is aware of what socio-environmental responsibility is,
demonstrates concern with socio-environmental issues, but does not put this concept
into practice in their daily lives. When buying a clothing product, they are more
concerned with price, quality and visual appearance than with the social and
environmental actions carried out by the company in the context in which it operates.
To this end, socio-environmental actions add value to the company's brand, especially
when it comes to guaranteeing the labor rights of employees and measures that can
reduce and dispose of waste correctly. In this way, it is concluded that despite Social
Responsibility being a trend to be followed in the organizational scope, by following the
demands and changes in consumer behavior and in the market itself, local companies
need to spread this concept in their actions aiming not only to return profitable, but
benefit society in general.
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