Public would back CSR with cash, poll shows

Date: 28/03/02

SEVENTY percent of consumers say they weigh up the socially responsible image of firms when they buy goods, according to a European poll by market research firm Mori.

The survey - the first of its kind - explains why companies such as oil giant Shell are spending big bucks to sharpen up their environmental and social acts - and to advertise the fact.

One in five customers questioned said they would pay more for products from socially and environmentally responsible firms.

But the poll - which included Swiss customers but excluded those in Luxembourg, Ireland and Austria - also reveals huge differences in attitudes from one country to another.

Italian consumers are by far the least committed - with only 16 willing to pay more, followed by the Portuguese (28) and Germans (30).

Most committed were Danes (64) and Spanish (56). The poll warns firms not to get too complacent - even if they are happy with their CSR strategies. It also shows many consumers still think businesses are not taking their responsibilities seriously. That's the view of 75 of Finns, 71 of Britons and 64 of Italians.

Seventy percent of consumers say they weigh up the socially responsible image of firms when they buy goods, according to a European poll by market research firm Mori.