When it comes to purchasing products, Canadian consumers trust Canadian companies that deliver on social responsibility along with quality, according to results of a newly-released survey.
The Gustavson Brand Trust Index was released by the University of Victoria’s Peter B. Gustavson School of Business on Tuesday, based on a survey done between late-January and March, 2015 of 3,125 consumers who were asked to score 249 companies across 22 industries.
Here are the top ten most trusted brands by Canadian consumers:
1. Tim Hortons
2. President's Choice
3. Shoppers Drug Mart
4. Google
5. Canadian Tire
6. Kraft Foods
7. Campbell Soup Company
8. Heinz
9. Canada Post
10. Johnson & Johnson Inc.
Researchers identified two trends in the survey results. Consumer trust included functional elements such as whether the brand is reliable, has quality products and good prices.
But Canadians also chose brands based on emotional trust, where factors included whether the company was sincere, caring and had a good workplace environment.
According to the dean of Gustavson business school, companies must take note of these trust factors consumers consider when rating them.
"We don't want to buy products that are made in appalling conditions, where workers weren't well treated, where the environmental conditions are poor," Saul Klein told CTV's Canada AM on Tuesday.
"We trust brands that have a bigger impact, that play a more vital role in furthering our own interests."
Those include the company’s environmental impact, its relationship to the community, and how it contributes to society.
The researchers hope to show companies that responsible business practices affect how consumers respond.
