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Consumers prefer to buy socially responsible brands and are prepared to pay a premium for those companies’ products, according to a survey published on Monday.

The study was conducted by branding and communications experts Landor Associates, Penn Schoen Berland and Burson-Marsteller on a sample of 1001 consumers in the USA.

The headline figures show that consumer spending continues to strongly favour socially responsible brands despite the recession, with over 75% saying it is important for them and 55% saying it influences their purchasing decisions.

In addition, 46% are prepared to pay up to $15 extra on a $100 socially responsible product and 35% are prepared to take a pay cut to work at a socially responsible firm.

However the survey also uncovers some confusion among consumers about what being socially responsible means and the priorities a CSR company should have.

For example, of the 45% who said they knew what CSR meant, 7% thought it meant being environmentally responsible, while 16% thought a CSR company should have the environment as a priority.

Similarly, while 20% thought CSR meant giving back to the local community, only 12% thought this should be a CSR company’s priority.

The survey also uncovers a large group for whom CSR has no importance. 30% of consumers weren’t prepared to spend extra on a $100 socially responsible product and 55% wouldn’t take a pay cut to work for a CSR firm.

Eric Biel, managing director for corporate responsibility at Burson-Marsteller, said: “While many consumers may not be precise in how they define terms like ‘corporate social responsibility’, they have a clear sense of how they expect companies to behave ... companies that can clearly articulate how they advance these values to consumers can achieve real benefits for their brands and overall reputation.”