A majority of respondents to a recent Kelley Blue Book survey said they would be more likely to purchase a particular vehicle brand from a company involved in a social awareness campaign — but a similar majority said they are unaware of any such campaigns.

Many automotive companies have campaigns that seek to inspire social good, and that commitment to charitable causes can resonate with consumers, lending a “human face” to the company and strengthening brand awareness.

Of the 1,172 people participating in the KBB survey, 62 percent said they are more likely to purchase a vehicle brand if that brand is promoting a social good campaign. But 60 percent of respondents said they are unaware of any.

“It’s clear consumers appreciate automakers that give back to the community through charitable work, and they like to spend their hard-earned money with a company that is making a positive impact in the lives of others,” said Karl Brauer, senior director of automotive industry insights at Kelley Blue Book.  “Awareness, however, may be the bigger challenge, with a majority of consumers unaware of any social good efforts sponsored by automakers.”

Highlights from the survey:

— For respondents who had heard of specific social good campaigns, Subaru had the highest percentage of recollection at 61 percent, followed by Honda at 44 percent and Ford at 29 percent.

— Millennials are more aware of the Helpful Honda Dealers Campaign than any other age group. (Launched in California in 2007, the campaign aimed to end the stigma that auto dealers are untrustworthy by sending Honda dealers out into the community to do perform “random acts of helpfulness” such as washing cars and feeding parking meters.)

— Ford, Chevrolet and Subaru are the first brands that come to mind when consumers think of social good campaigns.

— Fifty-six percent of respondents who support these types of campaigns say they would like auto manufacturers to support army, military and/or veteran organizations, followed by children's charities at 42 percent.

— Sixty-four percent expect auto manufacturers to carry out social good campaigns.

— Seventy percent say they would like to see more automakers promote social good campaigns.

—  Seventy-seven percent of those surveyed said they donate money and/or goods to charities.