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People Want To Buy Green In Asia And Africa More Than In The U.S., Study Shows

First published on www.forbes.com

Companies from Microsoft to Walt Disney spend hundreds of millions of dollars a year on corporate social responsibility initiatives. Do those efforts enhance their brands with consumers? According to a new survey from Nielsen, the answer is yes. Nielsen polled 30,000 consumers in 60 countries and found that more than half, 55%, said they were willing to pay more for products and services provided by companies that are committed to making a positive impact on society and the environment.

The survey, which was conducted online between Feb. 17 and March 7 of this year, also showed a result that startled me: consumers in the Asia-Pacific region, including Australia, China and India, were the most likely to say they cared about buying from companies committed to CSR. Some 64% of respondents answered yes to that survey question. Latin America came in second, with 63%, the Middle East/Africa tied at 63%, followed by North America with 42% and Europe with 40%.

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