Do ethical preferences differ depending on the type of product? : implication for CSR communication

This study will use ranking methodology to examine consumer preferences with respect to ethical and social issues relating to different products. Research has shown that consumers’ attitudes towards ethical and social issues are dependent on the product in question. It is thus important that the communication of CSR activities is based on those social product features that are relevant to the consumer. In this paper I will categorize products based on the results of consumer preferences with respect to ethical and social product features. The paper will also segment consumers based on their attitudes towards social and ethical issues. This has implication for effective CSR communication.