Consumers believe that corporate citizenship or corporate social responsibility (CSR) activities are genuinely beneficial and expect corporations to actively contribute to society’s well-being, a recent study showed.
The finding is from a recent study in nine countries across South-East Asia and Oceania that was conducted by Kadence Singapore and commissioned by Samsung Electronics Co Ltd.
The study found that the majority (73%) of respondents believe community engagement activities are genuinely beneficial.
More than six in 10 respondents (65% believe that large corporations have a responsibility to help the community.
“Along with the expectation for corporations to lead community engagement efforts, consumers are taking it upon themselves to find out and be aware of these efforts,” said Samsung Malaysia Electronics in a statement yesterday.
It said consumers across the region (72%) indicated that it is important for them to be engaged with a corporations CSR efforts, and this was especially so for Indonesia (90%) and the Philippines (88%).
Close to three in 10 respondents (29%) spontaneously named Samsung as a brand actively involved in CSR, a significant two-fold lead over the next brand (a consumer technology brand).
Samsung Electronics Southeast Asia and Oceania vice-president corporate marketing Irene Ng said, while it has been long acknowledged that community outreach had an impact on brand awareness and perception, the study reaffirms that consumers still view these activities as integral elements towards a responsible corporate citizen.
“It is heartening to know that consumers recognise the genuine benefit these programmes have on communities and we look forward to improving the quality of life through our scalable and sustainable citizenship programmes across the region,” she added.
This article was taken from here.