Consumers are getting in the habit of rewarding good corporate citizens. The recently released executive summary of the 2004 Cone Corporate Citizenship Study shows an overall
30% increase since 1993 in the percentage of Americans who say that when price and quality are equal, they will reward companies that support a cause with their business. And for the first time, responses between those who considered purchasing a product and those who actually purchased a product are almost identical. The results of
this year's study are from a telephone survey of 1,033 adults, 18 years of age and older, living in private residences in the continental United States.
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