The global consumers’ view on corporate responsibility

Nicola Lindsey and Lutfee Huang

This paper reports on a multi-country survey into consumers’ perceptions and attitudes concerning global Corporate Responsibility (CR).

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,...

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