Description: The recent Bentley-Gallup Force for Good study found that most Americans are willing to pay a premium for products from companies that have a reputation for doing good. Specifically, majorities of at least 60% said they would be willing to pay extra for a simple consumer good — a T-shirt — if the company that made it was known for making a positive difference in four specific areas.

Source: Gallup.com

Date: Dec 07, 2022

Link: https://news.gallup.com/opinion/gallup/405794/shoppers-reward-companies-doing-good.aspx

Questions for discussion:

• What does the research say about consumer decisions and management strategies?
• How should companies use this information, in your opinion, to advance the firm’s brand?