Poor CSR 'will not deter' shoppers

Consumers are unlikely to boycott a company's products if it is perceived to have a poor CSR record, according to a new survey.

Research firm Millward Brown quizzed 20,307 consumers - 10,012 in the UK and 10,295 in the US. It found that just four per cent of Brits would boycott products if they disagreed with a company's ethics.

Similarly, just five per cent of Americans would boycott products over poor CSR.

This is despite the fact that 87 per cent of Brits and 89 per cent of Americans said they thought firms should behave responsibly.

However, consumers are likely to be influenced by a firm that has demonstrated its ethics, with 55 per cent of Britons saying they had bought fair-trade products.

‘The Millward Brown ReputationZ study' questioned the public between December 2006 and January 2007 on behalf of WPP.

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