Consumers consistently tell researchers that they are concerned about the impact of the products they purchase, and that they prefer to make purchases from organizations that take social and environmental responsibilities seriously. In Canada, a majority of members of the public are reportedly paying attention to issues related to social responsibility in purchasing decisions. However, a major gap between consumers' concern and their everyday actions remains even where information is available to guide choices. This report contributes to understanding what elements help to enhance the credibility among consumers of reports and claims about social responsibility made by organizations, and to identify how to assure the public in their decision-making on socially responsible purchases, in order to build smart, people-centred assurance practices that both empower consumers and strengthen marketing performance.
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