Customers will pay more for a product or service when a greater portion of the price goes to the cause. What else influences people’s willingness to pay?
Your company’s environmental track record will strongly influence whether or not people blame you when things go wrong.
Companies can change people’s behaviour to benefit society and the environment, foster goodwill, and create new market opportunities.
Boost your corporate social responsibility reputation by promoting your company’s safety record and job creation, rather than your green products.
People who care about poverty in developing countries won’t necessarily pay price premiums for environmental products, and vice versa.
How can companies help change people's behaviour in order to benefit society? Organizations have the resources and market influence to effect positive...
Explore 2012’s most popular Thought Leader posts.
Consumer perceptions of the effectiveness of environmentally-friendly products affect how much they use.
Consumers reward companies that offer fair products, even in price-sensitive industries such as consumer banking.
For those leaders still trying to make the business case for sustainability, here’s something to tell senior management. For those leaders still trying to...
Slogans and ads used in environmental campaigns often use stronger and assertive language than ads for consumer goods, which is critical to their success.
Corporate social responsibility (CSR) information reduces the value consumers give to luxury brands associated with the pursuit of “perfection."
Through a survey of Spain’s 500 largest firms, researchers pinpoint three approaches to CSR to ensure it creates value for the company.
Owners of environmentally-friendly vehicles are less willing to give up driving altogether, but are more willing to purchase another hybrid.
Consumers value corporate social responsibility (CSR) and responsible products when they see information, moral alignment, and affordability.
A responsible corporate image is hard to build and easy to lose, and managers need to treat it as more than a short-term public relations issue.
When considering pricing strategies, what price premiums are consumers willing to pay for “green” products, and what types of products will they consider?
Can a product’s sustainability—or lack thereof—influence how consumers view its other attributes? In which contexts can sustainability hurt sales?
This primer defines what socially conscious consumerism is, who does it, why, and how to market for it.
When status is important, we may buy green products with inferior attributes—especially when they cost more.
This study investigates whether CSR improves long-term financial performance by satisfying customers. It finds returns on CSR can be positive or negative...
The right corporate social responsibility initiatives can improve your brand equity, while inappropriate or ill-timed CSR tactics can hurt you.
Businesses can gain three main advantages by investing in developing world markets: 1) a new source of revenues, 2) lower operating costs, and 3) access to innovation.
While some consumers are willing to pay more for environmentally friendly products, companies must consider to whom they market these products and how.
When marketing to consumers over 50, companies should focus on how, when, and where information about the product or ethical practices is communicated.