摘要：In this article the attitudes of senior customers are analyzed considering the actions of social responsibility of pharmacies and drugstores in the city of São Paulo. A quantitative and empiric research was carried out taking into account the concept of attitude and the theory regarding the social responsibility, with a non-probabilistic sample of 200 buyers in the city of São Paulo, in 2006. A structured questionnaire was used for field work. The results show ineffective actions of social responsibility from pharmacies and drugstores, in spite of the benefits they could bring to the institutional image and brand.
关键词：Purchase of medicine by senior customers. Social responsibility. Third Age.;Atitudes na compra de medicamentos. Responsabilidade social. Terceira idade.
