Values and Corporate Initiative: an Approach Through Schwartz Theory

The success of corporate social initiatives of firms depends largely on the perception of these have from the outside. This perception is liked directly to the values that have developed individuals in the areas where they play their academic or occupational activities. In fact, people in different occupations and education environment develop different value system which influences their behavior and choices. The University environment in Social Sciences studies offered a value opportunity to explore the value structure and how this structure influences the attitudes (patterns/behavior) towards the social initiatives of a company. The current study has pursued to aims. First, basing on existing research, the current study explores whether Schwartz’s value theory is applicable to the Spanish Social Science students at the undergraduate level. Second, the research intend to bring new knowledge to the relationship between basic values and those patterns which determine the perception of the Spanish Social Science students under a social initiative carried out by a company. The quantitative data consisted of 1060 university students by using a structured self-completion questionnaire.