Formed in 2004, the Centre for Responsible Business (CRB) (formerly known as the Dubai Ethics Resource Centre), ), an initiative Dubai Chamber of Commerce is the longest standing centre for promoting business responsibility in the United Arab Emirates. CRB assists members of the Dubai Chamber to apply responsible business practices that enhance performance and competitive advantage through: •
Raising awareness of Corporate Social Responsibility (CSR) in business and with consumers; •
Encouraging businesses to implement best practice standards; •
Providing direct advice and tools to businesses to improve their CSR performance; and •
Measuring and documenting the awareness and the implementation of responsible business practices in Dubai. The purpose of the report “ Consumers’ Social Responsibility, Sustainable Consumption, and Green Shopping in the United Arab Emirates’ by Dr. Belaid Rettab and Dr. Anis Ben Brik, published in 2009 was to review the consumers’ view on corporate social responsibility by businesses and the willingness of the consumer to pay for a premium for green products. Briefly identify the main findings of the report and explain the implications of these findings to marketers. One of the main findings of the report was the increased consumer awareness of Corporate Social Responsibility (CSR) and the impact businesses are having within their stake holders. The consumers within the region are willing to pay a premium for products and services from a socially responsible company and conversely, they will punish irresponsible companies by boycotting their products. The report notes of ten main findings as follows: 1.
Consumers have clearly stated that they prefer to buy from companies that are socially and environmentally responsible. 2.
An increasing segment of consumers in the UAE expect companies to be socially responsible. 3.
Consumers use social and environmental attributes as purchasing criteria 4.
A significant proportion of customers are willing to pay a premium for socially responsible products and intend to punish socially irresponsible companies by, for example, not buying their products. 5.
Positive consumer attitudes towards CSR activity do not translate into greater willingness to pay a premium for responsible companies’ products. 6.
If given a choice, consumers are likely to prefer working for a socially responsible company at a similar location and with similar responsibilities, pay , and benefits to those of a non –socially responsible company. 7.
Most popular consumption habits with the greatest impact on solving environmental impacts in the UAE are money –saving techniques, including minimizing energy and water consumption, instead of costly activities such as buying green products. 8.
Traditional media sources, including newspapers, TV and radio, are the most preferred sources of information about social and environmental activities. 9.
A significant proportion of consumers are not satisfied with businesses’ social and environmental achievements. 10.
Retailers are the least favored responsible sector.
On review of the same, it is potentially fruitful to position companies as socially responsible and support the need to incorporate CSR into strategic marketing and corporate communications decision. With an increased awareness of CSR, consumers are inclined to relate to a corporate in terms of good public relations or even purchasing power, based on the CSR and communications stand of the firm. In today’s world, where environmental and social issues create an impact in the day to day life of a person, any firm portraying poor policies or a negative impact on the community or the environment has drawn calls for punishing the product or the firm by boycotting their products; hence it is very important for a firm to incorporate CSR into their policies and specifically for the marketer to communicate the same in their products or services through various communication channels....
Please join StudyMode to read the full document