Business Ethics Crisis and Social Sustainability. The Case of the Product “Pura Vida” in Peru

Renato Peñaflor-Guerra, M. Victoria Sanagustín-Fons and Julianna Ramírez-Lozano
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Renato Peñaflor-Guerra: Communication and Corporate Image Program, School of Communications, Universidad Peruana de Ciencias Aplicadas, Lima 15023, Peru
M. Victoria Sanagustín-Fons: Department of Psychology and Sociology, University of Zaragoza, 50009 Zaragoza, Spain
Julianna Ramírez-Lozano: CENTRUM Católica Graduate Business School, Pontificia Universidad Católica del Perú, Lima 15023, Peru

Sustainability, 2020, vol. 12, issue 8, 1-18

Abstract: Peru is a Latin American country with one of the most powerful and dynamic emerging economies in the world; however, it reveals considerable inconsistencies and socioeconomic inequalities. This research demonstrates that business ethics and corporate social responsibility are closely related with the welfare state of the country/region where a company is incorporated. Research work has been carried out on the case of the product “Pura Vida”, of the Gloria Company, implementing a mixed research method (documentary, quan and qual ) in which a descriptive collection of data from different sources, in relation to the company and the crisis with Pura Vida milk, has been used; additionally, an ad hoc survey has been conducted on a sample of Peruvian citizens to know their insight in relation to the relevant aspects of business ethics and corporate responsibility and their opinion regarding the specific case being investigated; finally, in-depth interviews were held with the company’s management staff. It is shown that without a certain degree of welfare state, it is difficult to implement ethics and social responsibility in companies and in society as a whole. In addition, the main concerns of Peruvians regarding ethics and social responsibility can be observed.

Keywords: business ethics; corporate social responsibility; Peru; Pura Vida (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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