Impact Of Corporate Citizenship On Consumer Decision Making

Published September 12, 2010 | By Bman

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this opinion. Activity which is synonymous with behaviour is usually lower than opinions expressed.

There were numerous instances of these differences recorded over the past few years. For example Starbucks Corporation introduced a new brand of coffee for fair trade in 2001 but this brand has registered very low performance. Such indications are usually topped up by the low percentages that socially responsible brands in most markets have. Research has shown that majority of the products that integrate ethical and social standards usually represent about 1-2% of the total market share as consumers are usually reluctant to purchase them. (Grant, 2005)

Corporate citizenship has also shown few practical results through some of the Statistics registered in the past. Consumers disregard ethical rules when they buy counterfeit goods. During the year 2006, the

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