Bangkok consumers’ perceptions towards CSR efforts in Thailand
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Transcript of Bangkok consumers’ perceptions towards CSR efforts in Thailand
Consumer CSR Attitude SurveyConsumer CSR Attitude Survey
March 2008March 2008
Conducted in Bangkok Conducted in Bangkok
by: by:
Bangkok, ThailandBangkok, Thailand
About Vero Public Relations
� Full service public relations
consultancy
� Offices: Bangkok, Chicago,
Ho Chi Minh CityHo Chi Minh City
� Clients: Fortune 500
companies, business
associations and non-profits
2
CSR in Asia Pacific
�Historically, CSR defined by:
�NGOs
�Western governments
�Groups of ethical investors�Groups of ethical investors
�Special interest groups
�Elites heading philanthropic organizations
3
Changing Nature of CSR
�CSR Increasingly defined by grassroots civil society:
�Passionate consumers
�Employees�Employees
�Community groups
�Local governments
�Blogosphere
4
Web and Mobile Empowering People
�Web and mobile channels are giving strength to new voices
�Knitting local communities together into a �Knitting local communities together into a global community
�Forcing dialog with business
5
Day 1• Whistle Blower
Day 3• Local NGO Posts Story Online
6
Day 4-5• Local media; Local blogs; Int’l NGO Web sites
Day 6-7• Blog translators; Int’l blogs; Web sites; Int’l media
Day 8• Bad Day for the PR Team
Survey SamplingSurvey Sampling
� Interviews conducted during March 2008
� Sampling was done within Bangkok area, using random intercept
� Average interview time of 10 mins� Average interview time of 10 mins
� 300 interviews were conducted among ages 18-65, with quota sampling on sex
and ages to represent population
20%
5%
51-658%
2%Finished/Will finish
Higher
Finished/Will finish up
CSR Survey CSR Survey –– Overview of RespondentsOverview of Respondents� 50% of our sample was under 30 years old, with equal split of gender
� Almost 3 out of 4 people had finished/will finish up to BA or above, thus an educated audience
23%
27%
25%
41-50
31-40
24-30
18-23
50%
50%Female
Male
Age Gender
62%
9%
7%
12%
Finished/Will finish up to MA/MBA
Finished/Will finish up to BA
Finished/Will finish up to college
Finished/Will finish up to high school
No formal education
Education
5%
6%
5%
4%
11%
Not working / Housewife
Study
� Most of our sample was made up of white collar workers
CSR Survey CSR Survey –– Overview of RespondentsOverview of Respondents
8%
60%
Business owner
Supervisor/Manager
General staff - Govtworker
General staff - Whitecollar
General staff - BlueCollar
OccupationOccupation
2%
Aware of the term CSRAware of the term CSR
� All but 2% were aware of the term CSR when explained in Thai words (ie “kwaam ra �p pi �t chop
dto�r sang-kom kong ong-gon”)
98%
Aware
Not Aware
22%
Who has most ResponsibilityWho has most Responsibility� When asked to say what % of the burden should be placed among Govt, Companies and
Consumers, half of the burden was placed on Govt, with one third being placed on Companies
� Those aged under 30 placed slightly more responsibility on Consumers to take a role compared
with those over 30
47%
31%
22%Consumers
Companies
Government
Q14 Finally, in your opinion, how much responsibility for social issues should each of the following stakeholder groups take?
30%
Industrial
Types of Industries having ResponsibilityTypes of Industries having Responsibility
� Industrial and Petrol/Energy companies were regarded as the types who have most responsibility
to conduct CSR
26%
17%
14%
12%
Agriculture
Pharmaceuticals
Food
Energy/Petroleum
Q9 Which types of industries have the greatest responsibility to enact “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon”programs?
19%
1%0%
11%
0% 1%
StronglyDisagree
� Almost all believe that companies “should” act in a responsible manner towards social
responsibility, with 4 out of 5 agreeing “strongly”
� However, only 3 out of 4 agree that companies currently “do” act in a responsible manner ,
with less than 50% agreeing “strongly” on this point
� Those over age 30 tended to agree slightly more that companies DO act
79%
47%
19%
32%
10%
Disagree
SomewhatDisagree
Not Sure
SomewhatAgree
Strongly Agree
Companies SHOULD act in
responsible CSR manner
Companies DO act in
responsible CSR manner
11%
2%
Far BelowAverage
Rate own Employer’s Contribution to CSRRate own Employer’s Contribution to CSR
� When asked to rate how responsible was their own employer, just over half said “average”,
though 1 in 3 thought their employer was “above” average
� Those over age 30 tended to rate their own employer slightly better than those under 30
11%
21%
55%
Average
Below Average
Average
Above Average
Far AboveAverage
Q8 How would you rate your own employer in terms of the amount of “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon” that they do?
Chang 32%
Brand (Stock) 4%
Companies Recalled doing CSR (spontaneous)Companies Recalled doing CSR (spontaneous)
�Possibly due to the time of year (ie just after winter) and good PR exposure, Beer Chang was the
company that was most remembered for having done CSR work recently in Thailand
Brand (Stock) 4%
PTT 6%
Singha 4%
Standard Chartered 5%
Cannot Recall 16%
Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam ra �p pi �t
chop dto �r sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you
think they were being “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon”?
Type of CSR Recalled among Companies (spontaneous)Type of CSR Recalled among Companies (spontaneous)
� Due to the high mention of Beer Chang, blankets to the poor was the most recalled recent act of CSR
� But other companies mentioned for CSR were recalled for their acts of CSR including Scholarships,
Funds for schools and Environmental projects also
Blankets to poor in winter months 29%
Scholarships to young people 16%
Sports equipment to schools in rural areas 8%
Mangrove/Re-Forestation projects 8%
Support environmental projects 7%
Funds to build schools in remote areas 6%
Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam ra �p pi �t chop dto �r sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you think they were being
“kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon”?
CSR acts should be done by Companies (spontaneous)CSR acts should be done by Companies (spontaneous)
� When asked what other types of CSR acts should be done by companies, 1 in 4 responded with
Scholarships, showing that further education is seen as critical for many people
� Environment came second, but by a long way
Scholarships to young people 26%
Support environmental projects 11%Support environmental projects 11%
Mangrove/Re-Forestation projects 7%
Funds to build schools in remote areas 5%
Money/Funds to poor people to improve life 5%
Resources/Equipment to poor people to improve life 5%
Sports equipment to schools in rural areas 4%
Career skills/Training to disabled people 4%
Q3 What other type of acts would u say that any company can, or should do, in order to show “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon” in Thailand?
14%Fair treatment ofemployees
Which act of CSR most ImportantWhich act of CSR most Important
� When asked to choose from 4 CSR activities, Support for Future of Young People was chosen
most (by just over 1 in 3 people) with Environmental matters chosen by just under 30%
� There was no difference seen among age groups in their choice
21%
29%
36%
employees
Support for future of youngpeople (ie education)
Support for environment
Support for disadvantagedpeople
Q10 What ONE type of “kwaam ra�p pi �t chop dto�r sang-kom kong ong-gon”do you believe is most important for Thailand, from this list of four?
Ever Aware 3 most Impress
Support of educational projects (eg help to schools, rural area education) 13% 27%
Support of environmental improvement projects (eg mangrove, forests, water,
reduce pollution)12% 22%
Support of poor/disadvantaged people projects (eg creating jobs, training of
local people)9% 12%
What types of these CSR Aware of being doneWhat types of these CSR Aware of being done� Educational & Environmental projects were viewed as being the most impressive, as well as the
projects most had ever been aware of
local people)9% 12%
Support of animal projects (eg elephants, dogs) 8% 6%
Support of health & medical projects (eg help to remote clinics, vaccinations,
giving blood)10% 11%
Support of other community projects (eg building infrastructure, providing transport) 7% 4%
Promote environmentally friendly products/services for consumers 8% 4%
Promote healthier and safer products/services for consumers 6% 2%
Take steps in their company to reduce energy consumption, be more green 8% 3%
Promote health and wellness for their employees (eg healthcare programmes) 7% 2%
Tuition reimbursement/scholarships for employees & their families 7% 4%
Alliances with local universities for training and future jobs 5% 1%
Q4 Which of following acts have you ever been aware that any company has done in Thailand
Q5 Choose the 3 acts that would most impress you if a company acted in a positive way to improve
Aware Impress
On TV programme 25% 31%
In newspaper article 20% 24%
Sources of Information about acts of CSRSources of Information about acts of CSR� Most people were made aware of CSR acts through the mass media, though a significant number of
others quoted magazines and internet – and whilst mass media was chosen as preferred method to read
CSR stories, internet also played a significant role among our sample
In newspaper article 20% 24%
In magazine article 12% 7%
Company website 5% 5%
Company literature/mail shots (eg a company might distribute info about what they
have done, or send with credit card statements, etc)4% 4%
Internet stories 12% 14%
Networking websites (eg message forums, MySpace.com, Pantip.com, etc) 4% 4%
Heard from other people 9% 6%
Own experience/own involvement (eg with your company in a project) 8% 5%
Radio 0% 0%
Q11 And where have you ever seen information to make you aware that companies did an act of CSR
Q12 And which THREE of these places or sources would you say you would prefer to learn about acts of CSR
3%7%
Not Sure
Would you Pay More?Would you Pay More?
� When asked if they would pay slightly more for a product or service that was 100% responsible,
an overwhelming 90% claimed that they would pay slightly more
90%
No
Yes
Q13 Would you be willing to pay slightly more for a product that you were 100% certain was socially responsible, meaning it was made by employees
who are treated fairly, in a safe working environment that does not harm the environment, etc.?
The Vero PR Response to Survey
� Private Industry
Academic Alliances
� Scholarships
� Lectures� Lectures
� Knowledge sharing
� Internships
� PR collaboration
Academic Alliances – Public Relations Benefits
� Human resources
� Third party support� Third party support
� Press coverage
� Relationship building
� Government relations
� Client relations
BMRS Asia Co., LtdBMRS Asia Co., Ltd
Mr. Andy GowerMr. Andy Gower
VERO Public RelationsVERO Public Relations
Mr. Mr. Brian GriffinBrian GriffinMr. Andy GowerMr. Andy Gower
Director of ResearchDirector of Research
Phone : Phone : 0 2713 60700 2713 6070--33
Fax : Fax : 0 2713 60740 2713 6074
Mobile : Mobile : 081 551 4744081 551 4744
Email : Email : Andy@[email protected]
Mr. Mr. Brian GriffinBrian Griffin
Managing DirectorManaging Director
Phone : Phone : 0 2684 1551 0 2684 1551
Fax : Fax : 0 2684 15530 2684 1553
Mobile : Mobile : 085 167 6952085 167 6952
Email : Email : [email protected]@veropr.com