Noble Edge Effect
People prefer to buy from businesses that seem to do some good.
What it is
Visible social responsibility raises purchase intent and price tolerance, provided it reads as genuine rather than as a marketing move. The effect is strongest when the good deed is specific, local and connected to what the business actually does.
The research
Consumers evaluated products from companies engaged in credible corporate social responsibility more favourably, and the effect vanished when the motive appeared self-serving.
Chernev and Blair, 2015
How to use it
Be specific about the good
"One percent of every job funds apprenticeships at TAFE NSW" is believable. "We care about community" is noise.
Keep it proportionate
A small, real commitment mentioned once beats a large claim repeated everywhere.
Related
Sources that shaped this entry: growth.design.