In 1994, Boston-based Cone Communications and Roper Starch Worldwide conducted a public opinion survey of what Americans thought about companies with both positive and negative social and environmental images.
In 1994, Boston-based Cone Communications and Roper Starch Worldwide conducted a public opinion survey of what Americans thought about companies with both positive and negative social and environmental images.
An overwhelming majority of those polled had positive images of companies with good social reputations. Almost half felt that environmental damage caused companies to have bad reputations, while a third thought that a company's social reputation came in a close third behind price and quality as a reason to buy a product.
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Also in 1994, Co-op America reported on a survey by Walker Research that investigated both the positive and negative impact of a company's social reputation on consumers' buying decisions.
The survey found that almost half of those polled were more likely to buy from a company with a good social reputation, while almost 60% would likely not buy from a company with a bad reputation.
Is a new environmental generation on the way? A Pathfinder Research Group survey of 772 students (in 42 states and 8 countries), sponsored by Veryfine Products, found a very significant level of environmental awareness and concern.Over 80% of the students said that they made personal efforts to recycle on campus. Seventy percent looked for products and packaging that are safe for the environment.In addition, 58% indicated that they would be willing to pay more for these kinds of products, while one-quarter of those expressed willingness to pay a premium of at least six percent. This survey questions the Wall Street assumption that the marketplace will not tolerate greater costs for environmental safety.
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