**5. The responsible purchase of food products: an empirical study**

After presenting an overview of the theme of social responsibility and its related issues in the Italian context, from different institutions' point of views, companies' and consumers' perspectives, in this section, the important issue of agri-food is deliberated using an empirical position. Here, our own quantitative survey conducted on Italian consumers is discussed, in order to try and understand how Italians consider their relationship with the theme of social responsibility. We explore the manner in which they interact with companies, in particular, agri-food companies and their products. Therefore, a survey is presented (based on a previous study [18]), aimed at analyzing the responsible consumption in general and in relation to particular ranges of products. The analysis was conducted with the computer-assisted web surveying method (online questionnaires) considering a representative sample of 933 families of 1000 functionally chosen for the purposes of the work and distributed equally among the main Italian cities such as Milan, Rome and Naples. It represents a detailed study to try to better understand the perception of consumers regarding types of little known food products. This study can generally be considered similar to eco-compatibility or responsible consumption issues.

#### **5.1. Consumer survey: objective and methodology**

For at least three decades, markets have been structured according to the different variables that consumer can converge each time: affordability in terms of price, opportunity of purchase, ease of use, durability, packaging, quality, ecology, ethics, respect for workers' rights, pleasure, health, diet and gluttony. In Italy, a scenario is evolving in which the citizen-consumer is driven to look for food products to satisfy a multiplicity of needs [16]. These needs range from food safety, in terms of hygienic and nutritional characteristics, to environmental sustainability, in terms of prevalent use of local and renewable resources, of the use of natural products and processes and of the respect of living conditions of farmed animals, up to a whole series of ethical components, from workplace safety to workers' protection, from social cohesion of the community to the enhancement of rural production areas and local food and wine traditions. The evolution of Italians' eating habits and consumption in the last 40 years has enucleated the characteristics and the main economic indicators subdividing them into five stages, each corresponding to just as many periods (source: Istat data—the Italian National Institute of Statistics) [17]. From the post II World War period until the 1970s, it is possible to observe: progressive satisfaction of basic needs; consumption grows by about 300% in real terms during 15 years. Then, income increases; consumption and savings grow; food consumption at home dominates; almost 50% of the households have two income earners; food expenditure is one-third of the total expenditure. During the 1980s, income increases; the new acquisition consumption starts; food consumption experimentation shows new trends, signs of excesses as income rises further. Later, as financial incomes take off, consumption continues to grow, including food consumption, but at a slower pace; the organized large-scale distribution develops (supermarkets, ipermarkets, etc.); about 50% of marketing takes place through the organized large-scale distribution. In the end, since 2000, the race to high levels of consumption stops; attention to quality, safety, eco-social impact grow; eating out counts like eating at home; the organized large-scale distribution is the main sales channel; there is a reduction in

104 Social Responsibility

the per-capita spending. The latter can be related to the global economic crisis.

**5. The responsible purchase of food products: an empirical study**

similar to eco-compatibility or responsible consumption issues.

After presenting an overview of the theme of social responsibility and its related issues in the Italian context, from different institutions' point of views, companies' and consumers' perspectives, in this section, the important issue of agri-food is deliberated using an empirical position. Here, our own quantitative survey conducted on Italian consumers is discussed, in order to try and understand how Italians consider their relationship with the theme of social responsibility. We explore the manner in which they interact with companies, in particular, agri-food companies and their products. Therefore, a survey is presented (based on a previous study [18]), aimed at analyzing the responsible consumption in general and in relation to particular ranges of products. The analysis was conducted with the computer-assisted web surveying method (online questionnaires) considering a representative sample of 933 families of 1000 functionally chosen for the purposes of the work and distributed equally among the main Italian cities such as Milan, Rome and Naples. It represents a detailed study to try to better understand the perception of consumers regarding types of little known food products. This study can generally be considered The research has set itself the objective of investigating in detail the role of social responsibility of the company in relation to the impact that it can have on consumption of agri-food products. We take into consideration the knowledge and opinion that buyers have about the product. The analysis is also aimed at highlighting the importance that consumers give to corporate social responsibility when purchasing agri-food and the receptivity of consumers toward the sustainability strategies implemented above all by the main companies of the sector.

The degree of knowledge of particular categories of food products other than conventional (organic, fair-trade, genetically modified, etc.) was also measured and, lastly, the readiness of consumers to buy products of ethically oriented companies was measured, even when involving a higher payment. The research was carried out through the administration of a survey aimed at investigating preferences, behavior and participation regarding the theme of responsible consumption.

In this context, in order to formalize the research, three factors that play an important role in determining consumer behaviors were identified: knowledge, attitude and behavior that could influence the consumers' behavior toward CSR. The important meaning of the variables also stems from their role in other studies [18] that have focused on knowledge, attitude and practices or perception or training needs. The formulated research hypotheses are as follows:

Hp1: Attitude is positively related to Behavior;

Hp2: Knowledge is positively related to Behavior.

#### **5.2. Features and results of the survey**

The analyzed sample is composed of 46% for men and 54% for women. The considered sample appears to be fairly well distributed also with respect to age. As a matter of fact, 29% of respondents are aged between 20 and 30 years; 28% of respondents are aged between 30 and 45 years; 26% of respondents are aged between 45 and 60 years and 17% are over the age of 60.

With regard to social and age variables, the role attributed to the company can be influenced by level of education obtained and by professional status. Among the respondents, 3% have obtained an elementary school diploma; 11% have obtained a middle school diploma; 50% have obtained a high school diploma and 36% have obtained a complete university degree. Therefore, from this point of view, the criterion was balanced but the participant sample was skewed toward the better educated one.

This situation is similar when the professional status of the sample is assessed. Namely, 16% are self-employed; 21% are employees; 11% are retirees; 6% are unemployed; 19% are housewives and 28% are students.

#### **5.3. Social responsibility and consumer**

The results of the survey highlight the different degrees of confidence that consumers show toward the companies that control the production, the management and the distribution of agri-food products. The analysis showed that the majority of respondents, 97%, do not have confidence in companies (considering also those who have a limited trust) (**Figure 1**). The level of distrust grows with the increasing of the levels of education; as a matter of fact, 33% of graduates showed they lacked confidence in companies. Those who show a greater degree of trust are, instead, those who have obtained only an elementary diploma or a middle school diploma.

The theme of social responsibility is certainly not new, even if only in these last few years, it became more widespread among consumers, who are becoming more and more interested. Nowadays, there are many companies that make considerable efforts to understand consumers' preferences, not only in relation to their actual consumption needs, but also with respect to initiatives considered fundamental in terms of CSR, since it represents fundamental information for the company in order to change its market strategies and achieve the best results.

The survey showed that the percentage of consumers who are aware of the role played by socially responsible business initiatives, within civil society, is still too low: namely, most of the sample, that is, 57% of participants (**Figure 2**) has heard about it for various reasons. We find 25% of graduates being informed; however, better informed are those who are aged between 30 and 45 years (15%) and between 45 and 60 years (24%). This shows that younger people are not well-informed and too little concerned with relevant issues such as social responsibility, despite the level of education achieved.

In recent years, companies' charitable initiatives have considerably increased. The companies tend to sponsor social and environmental initiatives, or solidarity ones, to improve their image to the eyes of consumers. However, what has just been said is not reflected in terms of benefits to consumers in the survey conducted (**Figure 3**): more than two-thirds of the respondents admit that they do not remember any initiative being put in place to protect the environment or human rights by agri-food companies. Individuals who are less informed about the initiatives implemented by companies are aged over 45 years and have a middle school diploma or less.

Modern consumers, much more attentive to social problems, require the company to not just operate on the basis of the logic of profit, but also show a commitment to improve the milieu in which they operate, both from a social and environmental point of view. As a matter of fact, the survey showed that the vast majority of respondents agree about the need of the company

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**Figure 3.** Knowledge on business initiatives toward protecting the environment or society.

**Figure 2.** Degree of knowledge on the CSR.

**Figure 1.** Degree of confidence toward companies.

**Figure 2.** Degree of knowledge on the CSR.

confidence in companies (considering also those who have a limited trust) (**Figure 1**). The level of distrust grows with the increasing of the levels of education; as a matter of fact, 33% of graduates showed they lacked confidence in companies. Those who show a greater degree of trust are, instead, those who have obtained only an elementary diploma or a middle school diploma. The theme of social responsibility is certainly not new, even if only in these last few years, it became more widespread among consumers, who are becoming more and more interested. Nowadays, there are many companies that make considerable efforts to understand consumers' preferences, not only in relation to their actual consumption needs, but also with respect to initiatives considered fundamental in terms of CSR, since it represents fundamental information for the company in order to change its market strategies and achieve the best results. The survey showed that the percentage of consumers who are aware of the role played by socially responsible business initiatives, within civil society, is still too low: namely, most of the sample, that is, 57% of participants (**Figure 2**) has heard about it for various reasons. We find 25% of graduates being informed; however, better informed are those who are aged between 30 and 45 years (15%) and between 45 and 60 years (24%). This shows that younger people are not well-informed and too little concerned with relevant issues such as social

In recent years, companies' charitable initiatives have considerably increased. The companies tend to sponsor social and environmental initiatives, or solidarity ones, to improve their image to the eyes of consumers. However, what has just been said is not reflected in terms of benefits to consumers in the survey conducted (**Figure 3**): more than two-thirds of the respondents admit that they do not remember any initiative being put in place to protect the environment or human rights by agri-food companies. Individuals who are less informed about the initiatives implemented by companies are aged over 45 years and have a middle school diploma or less.

responsibility, despite the level of education achieved.

106 Social Responsibility

**Figure 1.** Degree of confidence toward companies.

Modern consumers, much more attentive to social problems, require the company to not just operate on the basis of the logic of profit, but also show a commitment to improve the milieu in which they operate, both from a social and environmental point of view. As a matter of fact, the survey showed that the vast majority of respondents agree about the need of the company

**Figure 3.** Knowledge on business initiatives toward protecting the environment or society.

to deal with the issues of social importance (**Figure 4**): this confirms an ever-increasing need of the company to take on responsibilities that go beyond the simple profit. Consequently, it can be said that social responsibility should not be understood as a mere cost or a bond, but as a real investment from the point of view of functional marketing strategies, which, over time, contributes to the development of the company and creates value for all the actors involved, not just those pursuing the goal of sustainable development.

At present, the role of the company, in addition to the production of wealth, is based on philanthropic donations or on financing cultural, scientific and environmental activities, and also remembering that for Italy, the social audit, the basic instrument of CSR, unlike in other European countries, is still a voluntary choice and not a legal obligation. A large proportion of respondents evaluate these initiatives as advertising maneuvers (37%): according to this point of view (**Figure 5**), the company acts in a socially responsible way without being driven by an effective interest toward society or by ethical considerations, but in an opportunistic way to obtain a greater profit; 18% of the sample considers these initiatives as episodes that are completely sporadic, therefore, inadequate to solve social problems; 24% claims that charitable initiatives are no more than a way to make up for previous cases of unethical actions carried out ordinarily; lastly, only 21% believe that they are useful in resolving social problems.

At the time of purchase, the consumer is driven by motivations that lead him/her to choose a specific product of a range of possibilities. The survey shows that (**Figure 7**) the majority of individuals surveyed chooses the product on the basis of a good price/quality ratio, a discrete group chooses on the basis of the trust it has toward the manufacturing company (21%) or because, instead, it takes into account the prominence of the brand (20%), thinking that a more successful brand is automatically a guarantee for the buyer because it is indicative of a qualitatively superior product. The others take into account, at the time of purchase, the social and

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Nowadays, the consumer is very attentive in the evaluation of products and, therefore, labels are essential to help them in their choice. As is known, labels contain a great deal of information related to the product, including nutritional content, ingredients, provenance, the name of the manufacturer, location of the establishment and data according to current regulations (from organic farming, denominations, etc.). Nowadays, it is also possible to understand if

environmental policies implemented by the company.

**Figure 6.** Knowledge of the consumer of the product—big company bond.

**Figure 5.** Role of charitable initiatives implemented by companies.

#### **5.4. Purchase, responsible consumption and willingness to pay**

As highlighted earlier, the contemporary consumer is much more selective, competent and demanding, therefore, s/he is no longer passive toward the inputs (behavioral, of satisfaction of his/her needs, of accessory needs, etc.) of the companies. The consumer is now an active subject with whom the company must interact continuously and progressively, having to take into account its new needs not strictly linked to personal consumption requirements. The study shows that few of the consumers who, when buying a product of a certain brand, are aware of the link between that particular product with the big agri-food production company, even if the latter is known to them. The reason probably lies in the greater renown of the specific brand of the product compared to the name of the (often big) company that produces it (**Figure 6**).

**Figure 4.** Need for the company to take an interest in socioenvironmental issues.

**Figure 5.** Role of charitable initiatives implemented by companies.

to deal with the issues of social importance (**Figure 4**): this confirms an ever-increasing need of the company to take on responsibilities that go beyond the simple profit. Consequently, it can be said that social responsibility should not be understood as a mere cost or a bond, but as a real investment from the point of view of functional marketing strategies, which, over time, contributes to the development of the company and creates value for all the actors involved,

At present, the role of the company, in addition to the production of wealth, is based on philanthropic donations or on financing cultural, scientific and environmental activities, and also remembering that for Italy, the social audit, the basic instrument of CSR, unlike in other European countries, is still a voluntary choice and not a legal obligation. A large proportion of respondents evaluate these initiatives as advertising maneuvers (37%): according to this point of view (**Figure 5**), the company acts in a socially responsible way without being driven by an effective interest toward society or by ethical considerations, but in an opportunistic way to obtain a greater profit; 18% of the sample considers these initiatives as episodes that are completely sporadic, therefore, inadequate to solve social problems; 24% claims that charitable initiatives are no more than a way to make up for previous cases of unethical actions carried out ordinarily; lastly, only 21% believe that they are useful in resolving social problems.

As highlighted earlier, the contemporary consumer is much more selective, competent and demanding, therefore, s/he is no longer passive toward the inputs (behavioral, of satisfaction of his/her needs, of accessory needs, etc.) of the companies. The consumer is now an active subject with whom the company must interact continuously and progressively, having to take into account its new needs not strictly linked to personal consumption requirements. The study shows that few of the consumers who, when buying a product of a certain brand, are aware of the link between that particular product with the big agri-food production company, even if the latter is known to them. The reason probably lies in the greater renown of the specific brand of the product compared to the name of the (often big) company that produces it (**Figure 6**).

not just those pursuing the goal of sustainable development.

108 Social Responsibility

**5.4. Purchase, responsible consumption and willingness to pay**

**Figure 4.** Need for the company to take an interest in socioenvironmental issues.

At the time of purchase, the consumer is driven by motivations that lead him/her to choose a specific product of a range of possibilities. The survey shows that (**Figure 7**) the majority of individuals surveyed chooses the product on the basis of a good price/quality ratio, a discrete group chooses on the basis of the trust it has toward the manufacturing company (21%) or because, instead, it takes into account the prominence of the brand (20%), thinking that a more successful brand is automatically a guarantee for the buyer because it is indicative of a qualitatively superior product. The others take into account, at the time of purchase, the social and environmental policies implemented by the company.

Nowadays, the consumer is very attentive in the evaluation of products and, therefore, labels are essential to help them in their choice. As is known, labels contain a great deal of information related to the product, including nutritional content, ingredients, provenance, the name of the manufacturer, location of the establishment and data according to current regulations (from organic farming, denominations, etc.). Nowadays, it is also possible to understand if

**Figure 6.** Knowledge of the consumer of the product—big company bond.

Often, the idea of responsible and ethical consumption is immediately linked to that of the purchase of fair-trade products. As is well known, this type of trade allows appropriate earnings and good job opportunities to craftsmen and peasants who come from the poorest regions of the planet. Most of the respondents (34%) say they know about these products. These are mainly young people aged between 20 and 30 (24%) and between 30 and 45 years (15%). The degree of knowledge decreases with the increasing of the age. The difference between men and women,

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Such result is a good indicator of the fact that the sample demonstrates a responsible consciousness. There is a lower propensity to purchase organic products, probably due to higher price compared to other types of products. As a matter of fact, only 23% of the surveyed said that they had purchased organic products, and the individuals less inclined to purchase have an age ranging from 45 years (**Figure 9**). Lastly, regardless of considerations regarding the healthiness or unhealthiness of transgenic products, about which the debate is wide ranging, not definitive and still susceptible of major changes, it was possible to observe how almost all the participants (98%) declared that they had never purchased genetically modified foods or had no knowledge of the subject, while a very few of the sample has consciously purchased them; this shows the strong skepticism still existing toward this category of food products.

The last section of the questionnaire shows that less than half of the consumers are willing to buy a good at a higher cost, provided that it is produced by a company that is fulfilling initiatives in favor of the community, workers or of the environment. As many as 41% (**Figure 10**) of the respondents would be willing to purchase a product at a higher cost. It should be noted that among these, we find a large percentage of pensioners (17%), housewives (15%) and self-employed workers (19%). Moreover, between the three price ranges considered (less than 1 euro, 1–2 euros and more than 2 euros), the choice of the consumers

Of considerable interest is also the identification of the areas which the respondents would prefer the economic efforts of the companies were directed (**Figure 11**): the most important ones are education and training, as well as health and research, while only 21% indicated the main preference as the aid to third world and 7% the attention to the environment (above all they are aged over 60 years—it could be because the older population is not really aware of

surveyed always fell on the first option (i.e., the lowest price range).

**Figure 9.** Consumer relationship with alternative purchases: (a) fair trade; (b) organic; (c) biotech.

instead, does not appear to be significant.

the consequences).

**Figure 7.** Reasons for buying a product.

the product satisfies the criteria of eco-sustainability and the protection of human and animal rights. The survey showed that (**Figure 8**) the majority of the respondents considers fundamentally the nutritional content and the origin of the product (among these, there are, above all, those who are over 45 years old), while lower percentages are found for other reasons: 11% is concerned only with the origin of the product, 17% only of the nutritional content, the remaining 25% (including most people aged between 20 and 45 years) shows to be interested in the link between product and the environmental and social protection (greater attention by the younger population toward this type of problem).

**Figure 8.** Information deemed most important on label.

Often, the idea of responsible and ethical consumption is immediately linked to that of the purchase of fair-trade products. As is well known, this type of trade allows appropriate earnings and good job opportunities to craftsmen and peasants who come from the poorest regions of the planet. Most of the respondents (34%) say they know about these products. These are mainly young people aged between 20 and 30 (24%) and between 30 and 45 years (15%). The degree of knowledge decreases with the increasing of the age. The difference between men and women, instead, does not appear to be significant.

Such result is a good indicator of the fact that the sample demonstrates a responsible consciousness. There is a lower propensity to purchase organic products, probably due to higher price compared to other types of products. As a matter of fact, only 23% of the surveyed said that they had purchased organic products, and the individuals less inclined to purchase have an age ranging from 45 years (**Figure 9**). Lastly, regardless of considerations regarding the healthiness or unhealthiness of transgenic products, about which the debate is wide ranging, not definitive and still susceptible of major changes, it was possible to observe how almost all the participants (98%) declared that they had never purchased genetically modified foods or had no knowledge of the subject, while a very few of the sample has consciously purchased them; this shows the strong skepticism still existing toward this category of food products.

The last section of the questionnaire shows that less than half of the consumers are willing to buy a good at a higher cost, provided that it is produced by a company that is fulfilling initiatives in favor of the community, workers or of the environment. As many as 41% (**Figure 10**) of the respondents would be willing to purchase a product at a higher cost. It should be noted that among these, we find a large percentage of pensioners (17%), housewives (15%) and self-employed workers (19%). Moreover, between the three price ranges considered (less than 1 euro, 1–2 euros and more than 2 euros), the choice of the consumers surveyed always fell on the first option (i.e., the lowest price range).

the product satisfies the criteria of eco-sustainability and the protection of human and animal rights. The survey showed that (**Figure 8**) the majority of the respondents considers fundamentally the nutritional content and the origin of the product (among these, there are, above all, those who are over 45 years old), while lower percentages are found for other reasons: 11% is concerned only with the origin of the product, 17% only of the nutritional content, the remaining 25% (including most people aged between 20 and 45 years) shows to be interested in the link between product and the environmental and social protection (greater attention by

the younger population toward this type of problem).

**Figure 8.** Information deemed most important on label.

**Figure 7.** Reasons for buying a product.

110 Social Responsibility

Of considerable interest is also the identification of the areas which the respondents would prefer the economic efforts of the companies were directed (**Figure 11**): the most important ones are education and training, as well as health and research, while only 21% indicated the main preference as the aid to third world and 7% the attention to the environment (above all they are aged over 60 years—it could be because the older population is not really aware of the consequences).

**Figure 9.** Consumer relationship with alternative purchases: (a) fair trade; (b) organic; (c) biotech.

people on ethical performance and confirm both the beginning hypotheses, that is, both attitude and knowledge are positively related to the behavior. The results can help the corporate sector to devise business ethics programs and can also help managers to develop strategies for the success of a social initiative. From data analysis, the most significant element in the research is the knowledge of the consumer when s/he buys. According to the obtained results, although the initiatives of enterprises with regard to CSR are important, they appear to have little effect because of the lack of knowledge that consumers show about responsible corporate initiatives. The reasons may be different: low degree of diffusion of information about CSR through different ways of mass communication, not explanatory packaging and absence of valid education. From the analysis, it has become evident that only consumers who know the actions of CSR buy products of companies that actually implement responsible initiatives; other consumers buy above all considering price, brand and perceived quality. We argue that a different, more

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focused strategy of information and sponsorship is important to change this trend.

as a consequence, those that do not comply with these standards.

**6. Conclusions**

It is no longer a novelty when companies show off behaviors, sometimes even in a blatant way that seems to be ethical. As a matter of fact, most of the companies exhibit a code of conduct that aims to demonstrate their commitment to positively affecting the environment that surrounds them. From the data of this research, it has emerged that contemporary consumers are more sensitive and, therefore, willing to reward, within the limits of their possibilities, through purchasing choices, those companies that they consider to be more socially responsible, punishing,

Overall, it seems that the respondents are well aware that companies often do not adopt a responsible behavior by virtue of a real social commitment, but they do it following a sometimes temporary trend linked to the need to take care of their image, sometimes even in relation to cases of amoral behaviors. The initial aim of this research was to assess the knowledge of social responsibility among consumers; in this context, significant indicators were obtained.

Not all the respondents are equally sensitive to these subject matters because of the disparity in education and availability of information. The concept of corporate social responsibility is known and better understood by the more educated population, who are more knowledgeable and informed individuals. Many consumers tend to be seen as passive victims of a system that sometimes tends to manipulate their choices. Nowadays, consumers should be more attentive to the motivations that lead them to choose a brand rather than another, since the purpose of choice can no longer be linked only to economic convenience, but to a whole series of indicators. As the survey demonstrates, the percentage of individuals, who choose a company rather than another for its social commitment is still too low. On the other hand, the concept of ethical consumption has passed the embryonic stage: educated individuals demand a fairer behavior from those companies with which they come into daily contact through the act of purchasing.

In summary, it is possible to state that there are several factors that have contributed to make ethics a fundamental element for companies. First of all, a change in public opinion has meant that

**Figure 10.** Increased willingness to pay for socially responsible products.

#### **5.5. Summary considerations on the survey**

Nowadays, the debate on ethics has become of central importance in Western countries, involving both companies and consumers. Due to the new attitude of the last decades and under pressure of new spending capacities and ever-increasing attention to everything related to the production of a food product, a new context has emerged, in which companies assume an attitude of greater responsibility toward all the stakeholders and, therefore, also to the consumers.

This chapter analyzes how consumers' knowledge and attitude influence the perception of CSR (which is generally better accepted and valued by the general public than economic practices). Then, the effect of some variables on CSR perception was analyzed. The findings obtained from the analysis lead to a better understanding of the influence of the value structure of Italian

**Figure 11.** Conditions for willingness to pay for socially responsibly produced foods.

people on ethical performance and confirm both the beginning hypotheses, that is, both attitude and knowledge are positively related to the behavior. The results can help the corporate sector to devise business ethics programs and can also help managers to develop strategies for the success of a social initiative. From data analysis, the most significant element in the research is the knowledge of the consumer when s/he buys. According to the obtained results, although the initiatives of enterprises with regard to CSR are important, they appear to have little effect because of the lack of knowledge that consumers show about responsible corporate initiatives. The reasons may be different: low degree of diffusion of information about CSR through different ways of mass communication, not explanatory packaging and absence of valid education. From the analysis, it has become evident that only consumers who know the actions of CSR buy products of companies that actually implement responsible initiatives; other consumers buy above all considering price, brand and perceived quality. We argue that a different, more focused strategy of information and sponsorship is important to change this trend.

It is no longer a novelty when companies show off behaviors, sometimes even in a blatant way that seems to be ethical. As a matter of fact, most of the companies exhibit a code of conduct that aims to demonstrate their commitment to positively affecting the environment that surrounds them. From the data of this research, it has emerged that contemporary consumers are more sensitive and, therefore, willing to reward, within the limits of their possibilities, through purchasing choices, those companies that they consider to be more socially responsible, punishing, as a consequence, those that do not comply with these standards.

Overall, it seems that the respondents are well aware that companies often do not adopt a responsible behavior by virtue of a real social commitment, but they do it following a sometimes temporary trend linked to the need to take care of their image, sometimes even in relation to cases of amoral behaviors. The initial aim of this research was to assess the knowledge of social responsibility among consumers; in this context, significant indicators were obtained.

Not all the respondents are equally sensitive to these subject matters because of the disparity in education and availability of information. The concept of corporate social responsibility is known and better understood by the more educated population, who are more knowledgeable and informed individuals. Many consumers tend to be seen as passive victims of a system that sometimes tends to manipulate their choices. Nowadays, consumers should be more attentive to the motivations that lead them to choose a brand rather than another, since the purpose of choice can no longer be linked only to economic convenience, but to a whole series of indicators. As the survey demonstrates, the percentage of individuals, who choose a company rather than another for its social commitment is still too low. On the other hand, the concept of ethical consumption has passed the embryonic stage: educated individuals demand a fairer behavior from those companies with which they come into daily contact through the act of purchasing.
