The environment wins over cost

Hong Kong - The majority of consumers in China think it is important to purchase brands and products they see as socially responsible, despite a typically higher price tag.

A new story looking at consumers attitudes and preferences on the emerging topic of social purpose has found that some 90% of consumers polled China would remain loyal to brands that have a "good purpose".

The 10-market "goodpurpose" study conducted by Edelman PR, shows that Chinese consumers, along with the majority of consumers from Japan and India believe the environment remains a high priority and are prepared to pay more for good that are environmentally friendly.

The report found that a commitment to helping others - and to brands and companies that share that commitment - is by far the strongest in China. Despite the economic downturn, China currently leads the way globally in giving more financial or voluntary support to good causes.

Chinese consumers are also the world's most active in participating in social causes, at 85%.

Alan VanderMolen (pictured), president Edelman Asia Pacific, said the high result is driven by two factors. First he said is the obvious fallout from product safety issues in the region over the past 18 month and secondly an expanding middle class that now has the power to address social issues at home through purchase decisions.

"Brands that engage in social purpose have the opportunity to solidify relationships with consumers by consistently delivering quality products and demonstrating an ongoing commitment to the social welfare of the communities in which they are operating," VanderMolen said.