Corporate Social Responsibility and Marketing（企业社会责任和市场营销）.docVIP

Corporate Social Responsibility and Marketing Corporate Social Responsibility and Marketing Unilever CEO Paul Polman said, today’s consumers are willing to spend money to buy the products of a socially responsible corporate However, despite Polman’s words ringing able to listen to from the sort of frustration. He said that these consumers, many of them did not comprehend the significance of ethical standards. “Some of the products produced by illegal deforestation, consumers are not very clear what it means to buy such products.” Polman said, “So, you have to initiate a consumer education program.” Many consumers said they care product is not to produce a responsible manner when they go to the supermarket, buy products with no difference in the past, which is called “3:30 paradox”: 30% of consumers claiming that he is responsible for the consumer, but only 3% of the true responsible. There are indications that this is changing .2010, fair trade around the world committed to an acquisition reserve price products sales grew 27%, to 4.4 billion euros (to farmers in certain markets, sales of fair trade products increase quite significantly, but the total amount of fair trade is still modest the parties figures show, the global fair trade sales Carrefour 2010 sales equivalent to only 4.4%. regardless of the findings of the market research firm said how, is responsible for the type consumers account for only a small part. In 2010, three Australian academics gt;gt; (Journal of Business Ethics) “Business Ethics published an article entitled lt;lt; Why responsible for the type of consumers words and deeds gt;gt; (Why ethical consumers don’t walk their talk) research papers, such actions with the intent of separation are two possible explanations: First, the consumer market researchers expressed their view that can be socially accepted view, but to turn back and they want to what to buy what to buy. The second explanation is that consumers indeed want to be resp