The global consumers' view on corporate responsibility
Nicola LindseyEvo Research and Consulting Inc., United States
Lutfee HuangWisdom Asia Marketing & Research Consulting Pte Ltd, China
BACKGROUND
Globally, Corporate Responsibility (CR) is an area of growing importance – socially, economically and politically. Numerous quant studies indicate that there is a huge disparity attitude between the consumer's attitude toward CR and their actual behavior. In an effort to understand this issue from the consumers' perspective, and to inform our clients, Evo embarked on an international qualitative inquiry in Spring/Summer 2008 in eight major markets: United States, United Kingdom, China, Germany,...