CORPORATE SOCIAL MARKETING – CSM AND CONSCIOUS CONSUMPTION DOI: 10.5585/remark.v9i3.2179 A COMPLEXA RELA O ENTRE MARKETING SOCIAL CORPORATIVO E CONSUMO CONSCIENTE DOI: 10.5585/remark.v9i3.2179

The essay is a historical and conceptual review in the understanding of evolution of social responsibility and corporate social marketing, under a critical perspective. The aim is to redeem terms and identify constraint dimensions by which they manifest themselves, and relate them to conscious consumption and its constraints. Differing views were explored concerning the treatment given to marketing initiatives in the social field, giving attention to public, private or collective responsibilities. Moreover, the essay demonstrates the barriers limiting conscious behavior, and the potential of consumers to mobilize government interventions, corporate conscience and individual commitment. Due to the complex relationship of said issues, a research agenda was proposed for the joint understanding of the phenomena in terms of information gaps between institutions and uncertainty. O ensaio trata de uma revis o histórico-conceitual para a compreens o da evolu o da responsabilidade social e do marketing social corporativo, sob uma perspectiva crítica. Tem-se como objetivo resgatar os termos e identificar as dimens es materialmente condicionantes pelas quais se manifestam, além de relacioná-los com o consumo consciente e seus limitadores. Examinam-se as diferentes vis es relativas ao tratamento que se tem dado às iniciativas de marketing no campo social, com aten o às responsabilidades pública, privada e coletiva. Na sequência, s o apresentadas as barreiras limitantes do comportamento consciente e o potencial dos consumidores para mobilizar interven es estatais, cobrar seriedade empresarial, consciência e comprometimento individual. Diante da complexa rela o dos temas, uma agenda de pesquisa é proposta para a compreens o conjunta dos fen menos em termos de gaps de informa o entre as institui es e a incerteza associada.