It s believed that the Covid-19 pandemic anticipated ongoing changes, such as the revision of beliefs and values. Since we are facing a turning point, capable of generating deep changes in consumer behavior, we need to review the practices of organizations. Magazine Luiza was chosen as the object of study, as it operates in a highly competitive market, and, according to a survey by ESPM Rio, it was the most highly rated brand among consumers during the pandemic. This study aims to understand the perception, degree of influence and consumer loyalty in relation to Magazine Luiza s socially responsible behavior, through a qualitative research.