Corporate Responsibility

May 27th, 2016 by nathan Leave a reply »

One of the trommsdorff + druner, innovation + marketing consultants GmbH in cooperation with the TU Berlin developed study provides first sustainable consumer insights. Jonah Bloom may not feel the same. Berlin, June 2008 – corporate social responsibility or sustainability sustainable commitment is not a negligible trend more and not just confined to the BioFood industry. Therefore the marketing Chair at the Technical University of Berlin together with the consultancy developed trommsdorff + druner, innovation + marketing consultants GmbH is a branchenubergeifende study. The special feature of the study: It both sides to assess the future of sustainability were surveyed consumers and businesses. Initially interested in the expert opinion on the topic of sustainability and its implementation from the perspective of the companies. In the second part of the study, the point of view of consumers on the topic was raised.

The objective was an insight into the relevance of various aspects of sustainability for businesses to get their image and their brands from corporate and consumer point of view. Some results the study: Outline of 5 consumer segments based on sustainability claims and engagement of consumers could be developed in five different segments. They provide a detailed understanding of the sustainability needs of consumers. Long-term commitment to important purchase criterion about three-quarters of respondents reported is that companies that engage in the society, are particularly likeable them. Over 80% of respondents agree, that company your social responsibility to be aware”. The corporate website estimates consumers as most important future stakeholders in the sustainability issue. Good conscience enough added value from consumers are ready to spend more money for sustainable products.

However they have to offer added value for it, which goes beyond the calming of bad conscience. Products that further by a sustained background use (e.g. as cost savings (e.g. energy), wellness, health lower pollution) or the positive image of a good man should promise cost even more. Current labels offer no orientation consumers find it hard to distinguish sustainable from non-sustainable products. Seal of approval to counteract this and make the purchase decision easier. An analysis of awareness and confidence in then recognized seal revealed that the bulk of the requested labels, especially those is unknown in the context of sustainability, and if is yet known, doesn’t trust them. Consumers trust the seals, which they know long time ago: Stiftung Warentest, oko Test and the organic seal. To trommsdorff + druner, innovation + marketing consultants: trommsdorff + druner, innovation + marketing consultants GmbH (t + d) is a specialized in innovation marketing and management, international management consultancy. The tight integration of t + d on the current scientific research by marketing Professor TU Berlin by Prof. Trommsdorff and the innovation management and Marketing Chair of the Steinbeis University by Prof. Druner allows the acquisition of current research and practical approaches and methods contact: Prof. Dr. Marc Druner of managing partner trommsdorff + druner, innovation + marketing consultants GmbH phone + 49 (0) 30 27 87 6060 fax + 49 (0) 30 27 87 6066 E-mail

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