Enhancing the Credibility of Social Responsibility Claims Among Canadian Consumers

Author

Tracy Parker, David Simpson

Organization

Consumers Council of Canada (CCC)

Published

2010

Summary

This report discusses the barriers that block consumers from connecting their concerns with purchasing decisions, as well as various strategies that companies are using to address those barriers. It concludes with a 10-part framework for assuring consumers and enhancing their confidence in social responsibility claims.

This study revealed that a large number of consumers struggle with how they can connect their social responsibility concerns with their purchasing choices. A closer examination of what prevents consumers from effectively translating their values into actions determined the following barriers:

• Price
• Too much information, too little time
• Relevance
• Concerns regarding the quality and effectiveness of socially responsible products
• Lack of trust toward social responsibility-related claims
• Lack of access and awareness of socially responsible-focused products/services
• Confusion about social responsibility claims and labels
• Uncertainty around whether purchasing decision will actually have an impact

This report highlighted various in-store and online strategies for reaching the consumer, including:

In-store Communication Tools:
• Interaction with employees
• Product labels
• Signage, product displays, in-store brochures
• Product packaging
• In-store consumer campaigns

Web-based Consumer Communication Tools:
• Destination website
• Crowd-sourcing campaigns
• Social media engagement tools

A 10-point framework combines the various assurance mechanisms and outlines steps for strengthening credibility. Credibility among consumers is enhanced by sellers that:

• Get the Basics Right
• Link Social Responsibility with Value
• Understand Significant Impacts
• Lead by Example
• Demonstrate Connectedness
• Cultivate Transparency
• Practice Humility
• Offer Layered Information
• Operate with Consistency
• Partner with Others

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OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.

Contact information

Source: Consumer Policy Research Database