DATA POINTS: Chinese value honesty more than price

Research by Cohn & Wolfe among 3,000 consumers in the UK, the US and China has revealed that Chinese respondents rate a company's honesty as more important than price or product quality. In addition, consumers in China are more active seekers of information about brands and more likely to get angry with brands that fall short on issues like sustainability and safety. At the same time, however, Chinese consumers are more likely to believe big businesses are generally honest and open.