In rapidly growing economies like China, India, Malaysia and Indonesia, consumers with increased purchasing power and access to new opportunities and choices are more likely to purchase and promote brands that support good causes and punish organizations that don't, a new global study reported.

They also desire to balance personal gains with societal gains, and are willing to take actions to positively impact societal issues, said the study conducted by public relations firm Edelman.

In China, for example, after 30 years of reform and opening-up, consumers are playing a more important role in supporting and promoting good causes, the global report said.

It found that 97 percent of Chinese interviewees care about causes that protect the environment, improve the quality of health care, provide equal opportunity to education, and ensure access to safe drinking water and aid in disaster relief.

Moreover, 98 percent of Chinese interviewees have taken part in activities to address social issues.

Together with people in other growing economies, Chinese consumers are demonstrating more frequent Internet and mobile phone use to promote or address a societal issue.

In the meantime, although NGOs and businesses in general have emerging sensitivity on societal issues, the government is still regarded as the most responsible body to solve issues.

Eighty percent of Chinese consumers surveyed regard the government as the main body responsible for addressing societal issues, much higher than the global average of 54 percent.