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Chinese consumers like socially responsible firms, study finds
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CHINESE consumers are more likely to pay for products and services from companies that are committed to social responsibility than the global average, a study found.
A total of 69 Chinese online consumers said they will pay more for companies that are socially or environmentally active, 14 percentage points higher than the global average, market research firm Nielsen said in a research report.
That's 10 points higher from a year ago in China.
"Our findings with Chinese consumers are clearly suggesting that a brand's social purpose is among the factors that influence their purchasing decisions," said Patrick Dodd, managing director of Nielsen China.
The Nielsen survey polled 30,000 consumers in 60 countries worldwide between February and March.
Every six in 10 Chinese respondents said they have purchased at least one product or service in the past six months from a socially responsible firm, compared to the 52 percent global average.
Moreover, 81 percent of Chinese respondents said they would prefer to work for a company that is committed to making a positive social and environmental impact.
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