What is the IMPACT OF CORPORATE CITIZENSHIP ON CONSUMER DECISION MAKING?

During the year 2006, there was one of the most serious attempts to include corporate responsibility into consumers’ decisions. There was a campaign dubbed ‘product red’ whose purpose was to sell some products like American Express, Giorgio Armani and Gap clothing. All the proceeds got from the campaign were to be sent to the Global Fund which uses its revenue to tackle problems facing the world’s poorest countries like tuberculosis, malaria etc. There were very noble intentions behind the idea; consumers would benefit by purchasing designer items at affordable prices while the community at large would also benefit through aid. But the results were a contradiction to al the heavy expectations held. There were no profits recorded as sales registered were quite low. It seems that the companies were missing something because it was clear from the results that the consumers could not care less about their noble coz even despite the fact that one of the most well known rock artists had been invited to perform there; Bon Jovi of the U2 band