Abstract:

Globally, Corporate Responsibility is an area of growing importance: socially, economically and politically. Yet consumers are ill-informed about the activities of companies they purchase from every day. In an effort to understand how mainstream consumers perceive Corporate Responsibility, Evo embarked on an international qualitative inquiry in Spring/Summer 2008 in eight major markets across the globe. The study reveals how while awareness about corporate responsibility issues is increasing, it has yet to become a factor in purchase decisions for mainstream consumers.