Companies may have to do more to convince consumers about their corporate social responsibility (CSR) goals than simply produce printed labels saying they are going green.

This is the suggestion of a study published in the Journal of Consumer Research, which shows shoppers already have a preconceived idea of how brands act based on what they already know about them.

Although high-end labels may have the upper hand when it comes to ideas about quality, their messages of social responsibility could be negatively affected by a "self-enhancement concept", the authors explained.

On the contrary, brands that are seen as more open are likely to be perceived as more responsible, as shoppers do not think they have a "motivational conflict".

"CSR activities can backfire for luxury brands ... unless steps are taken to avoid these negative consequences," the report concluded.

Last month, Iain Watt, principle sustainability advisor at Forum for the Future, said he thinks consumers are likely to be wary of a brand new product that claims to be green on its printed labels.

Denny Bros Ltd, 19 July 2011