Social Media Users “More Active” As Ethical Consumers: Global Poll

Methodology

In total 28,889 citizens in Argentina, Australia, Brazil, Canada, Chile, China, France, Germany, Ghana, Greece, India, Indonesia, Italy, Japan, Kenya, Mexico, Nigeria, Pakistan, Peru, the Philippines, Portugal, Russia, South Africa, South Korea, Spain, Turkey, the United Kingdom, and the USA were interviewed face-to-face or by telephone between December 2, 2010 and February 4, 2011. Polling was conducted for Radar Wave 1 by GlobeScan and its research partners in each country.
In Brazil, China, Indonesia, Mexico, the Philippines, Portugal, and Turkey urban samples were used. The margin of error per country ranges from +/- 2.0 to 4.9 per cent, 19 times out of 20.
 

1. In Brazil the survey was conducted in Belo Horizonte, Brasilia, Curitiba, Goiânia, Porto Alegre, Recife, Rio de Janeiro, Salvador, and São Paulo, representing 18 per cent of the national population.
2. In China the survey was conducted in Beijing, Beiliu, Chengdu, Dujiangyan, Fenyang, Fuyang, Guangzhou, Hangzhou, Manzhouli, Quanzhou, Qujing, Shanghai, Shenyang, Shuangcheng, Wuhan, Xi’an, Xining, and Zhengzhou, representing 45 per cent of the national adult population.
3. In Indonesia the survey was conducted in Bandung, Jakarta, Makassar, Medan, and Surabaya, representing 27 per cent of the national adult population.
4. In Mexico the survey was conducted in Baja California, Chihuahua, Guanajuato, Guerrero, Hidalgo, Jalisco, Mexico City, Michoacán, Morelos, Nuevo León, Oaxaca, Puebla, Sonora, Tamaulipas, Veracruz, and Yucatán, representing 40 per cent of the national adult population and 80 per cent of the residential telephone landlines.
5. In the Philippines the survey was conducted in the National Capital Region, representing 27 per cent of the urban adult population.
6. In Portugal the survey was conducted in Almada, Amadora, Beja, Braga, Castelo Branco, Évora, Faro, Guarda, Leiria, Lisbon, Loures, Porto, Santarém, Setúbal, Vila Nova de Famalicão, Vila Nova de Gaia, and Viseu, representing 25 per cent of the national adult population.
7. In Turkey the survey was conducted in Adana, Ankara, Antalya, Bursa, Diyarbakir, Erzurum, Istanbul, Izmir, Konya, Samsun, and Zonguldak, representing 56 per cent of the national adult population.

Research Partners

Question Wording

OLT1. Now I would like to ask you about a few personal characteristics. Please tell me how much each of the following statements describes you. Please use a scale from 1 to 5, where 1 is not at all like you and 5 is very much like you.
at) You frequently discuss business and political issues.
bt) You are in a leadership position at your workplace or in your community.
c) You regularly use online social media like Facebook or Twitter
d) You actively support non-governmental organizations such as groups who campaign for an environmental or social cause.
2t. I am going to read a list of things some people say should be part of the responsibilities of large companies. For each one, please tell me to what extent you think companies should be held responsible. In answering, please use a scale of 1 to 5, where 1 is “not held responsible,” 3 is “held partially responsible” and 5 is “held completely responsible.” Remember, the higher the number, the more responsible. What about . . .?

1. Treating all employees and job applicants fairly, regardless of gender, race, religion or sexual orientation
2. Applying the same high standards everywhere it operates in the world
3. Helping solve social problems like crime, poverty, and lack of education
4. Ensuring its products and operations do not harm the environment
5. Increasing economic stability in the world
6. Reducing human rights abuses in the world
7. Providing good quality products and services at the lowest possible price
8. Supporting progressive government policies and legislation
9. Helping reduce the gap between rich and poor
10. Ensuring that all materials it uses to make its products have been produced in a socially and environmentally responsible manner.
11. Supporting charities and community projects
12. Ensuring that their products are safe and healthy
13. Providing long-term financial security for its employees through a job for life and a good retirement pension

3. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements.
ASK TO 50% OF SAMPLE IN EACH COUNTRY
a) I only buy products and services from ethical and responsible companies.
b) I regularly choose to pay extra for environmentally friendly or ethical products and services.
ct) As a consumer, I can make a difference in how responsibly a company behaves.
dt) I know a lot about what certain companies are doing to improve their social and environmental performance and give back to society
j)  Socially and environmentally responsible products are higher quality than regular products.
5t. Over the past year, have you considered rewarding a socially responsible company by either buying their products or speaking positively about the company to others? Would you say you have . . .?
01 – Not considered doing this
02 – Considered this, but didn’t actually do it, or
03 – You have actually done this in the past year
99 – DK/NA
7t. In the past year, have you considered punishing a company you see as not socially responsible by either refusing to buy their products or speaking critically about the company to others? Would you say you have . . .?
01 – Not considered doing this
02 – Considered this, but didn’t actually do it, or
03 – You have actually done this in the past year
99 – DK/NA
12ta. Please rate each of the following types of companies on how well they fulfill their responsibilities to society. Compared to other types of companies, would you say [INSERT COMPANY TYPE] are . . . ?
01 – Among the very best
02 – Above average
03 – Average
04 – Below average
05 – Among the very worst
VOLUNTEERED (DO NOT READ)
06 – Depends on the company / Some good, some bad
07 – No opinion / Not familiar with this industry
99 – DK/NA

1. Banks and finance companies
2. Oil/Petroleum companies
3. Auto companies
4. Clothing and apparel companies
5. Chemical companies
6. High-tech/computer companies
7. Beer companies
8. Tobacco companies
9. Food companies
10. Pharmaceutical companies
11. Mining companies
12. Telecommunications companies (telephone)
13. Alcohol Beverage companies (beer, wine, spirits)
14. Electrical generating companies
15. Media and entertainment companies