More Pinoys to pay more for goods from 'responsible' companies

MANILA, Philippines - More Filipinos are willing to pay more for goods and services from companies that have social impact, research firm Nielsen discovered in a survey.

Citing its Global Survey on Corporate Social Responsibility, Nielsen said seven of 10 Filipino consumers are willing to pay more for what those "socially responsible" companies offer, increasing by three points from 2011 results on the same survey.

"The positive view of Filipino consumers towards corporate social responsibility runs high. In order to continue getting the support of consumers, authenticity is key.," Nielsen Philippines managing director Stuart Jamieson said in a statement.

Jamieson said this means that loyalty to brands they think are giving back to society is relatively strong--a trait more common in Southeast Asia than in Europe.

"More than two-thirds of the respondents in the Philippines, Thailand and Indonesia – and three-quarters of respondents in India – say they would pay more for goods and services from socially responsible companies, whereas European respondents are least likely to pay extra," Nielsen said.

About 64 percent of Filipinos, however, are also more likely to say they had spent more on products and services from responsible companies.

"Companies can do more to connect with consumers through social projects. To have a stronger engagement with consumers, companies should re-access responsibility, work towards sustainable innovation and develop clear and strong messaging," Jamieson said, advising businesses.

Jamieson added that companies, then, should also make sure that their corporate social responsibility projects reflect their company's mission-vision and values.

The survey was conducted between February 8 and March 8, 2013 on 29,000 online consumers across Asia Pacific.