The CSR Index Reports for the Fast Moving Consumer Goods (FMCG) and automobile industries in China were published from 2009 to 2012 as part of the Tsinghua-Ruder Finn CSR Program. The impactful results of the surveys on perceptions were a revelation and a powerful tool to encourage more enterprises to actively participate in CSR initiatives.


2012 Summary

Consumers' awareness of CSR tends to be more comprehensive. 

  • Consumers' attention toward CSR has shown an upward trend for four years running.
  • Public does not hold a high opinion of CSR performances of Chinese FMCG enterprises.
  • Consumers were looking at more areas of a company’s CSR performance.

CSR promotes brand reputation management.

  • Consumers are more aware of an individual's influence on nature, and expect less waste during consumption.
  • The New Media age forces enterprises to care more about brand image and crisis management.

CSR information is displayed in diversified channels.

  • Social media plays a more important role in disseminating CSR information, with portal sites as the main channels.
  • The public expects to get CSR information from diversified channels, such as an official weibo or through interactive experiences, e.g., virtual driving.
  • Companies' CSR reports still play an important role in informing customers despite a relatively low public awareness of the reports.



2011 Summary


  • Customers are paying more attention to CSR. They are concerned not only with topics related to themselves, but also with areas concerning an enterprise's operations and social development.
  • Customers are becoming the most important stakeholder, and their purchasing behavior is greatly influenced by enterprises' CSR performance.
  • More customers are using social media to communicate directly to businesses and to get CSR information.



2010 Summary


  • There is a significant increase in customers' awareness of CSR.
  • CSR's influence on customers' purchasing behavior is on an upward trend.
  • The public holds a low opinion of domestic enterprises’ CSR performances, especially in product quality and intellectual property rights.



2009 Summary


  • The importance of CSR is a consensus held by the entire society.
  • Building a scientific CSR evaluation index system can promote the disclosure of enterprises' CSR information, and influence the enterprise’s development.
  • Customers' purchasing decisions are influenced by a company's CSR performance.