New research revealing a disparity between what shoppers say and what they do debunks the myth of the ethical consumer.
Content: Article | Authors: Giana Eckhardt, Pat Auger, Timothy Devinney | Source: strategy+business | Subjects: Customer Related, Marketing / Sales
Consumers often say they want to be socially responsible when it comes to buying food, clothing, office supplies, and the like. But consumers’ noble sentiments are not often reflected in their actions at the checkout. In fact, a number of corporations have seen their efforts to sell socially responsible products fall flat because consumers failed to buy them in any significant numbers. There are, however, … [ Read more ]
Content: Article | Authors: Giana Eckhardt, Patrice Auger, Thomas Bir, Timothy M. Devinney | Source: Stanford University | Subjects: Marketing / Sales, Social Responsibility