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64 per cent of consumers seek ethical products online
A significant proportion (64 per cent) of UK and Irish consumers are now actively looking for ethical or sustainable features when making a purchase, a new research report by PFS and LiveArea has found.
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6 per cent also feel that online retailers and brands have an obligation
to protect, conserve and benefit the environment, the report has found. This is now driving brands to adapt their behaviours and move with the times. To understand the role of ethical initiatives on shopping behaviour online, and the impact that the belief- driven buyer has on online retailers’ and brands’ ability to trade responsibly and profitably, PFS and LiveArea asked consumers in the UK, Republic of Ireland and France for their ethical retailing expectations.
Four-in-ten (39 per cent) said they would be willing to pay more to support online retailers’ and brands’ corporate social responsibility initiatives - which is good news for brands that struggle to balance competitive price with the increased cost that environmental initiatives can entail. However, this issue hasn’t entirely gone away. When choosing between price and ethics, over half (54 per cent) of consumers still purchase products based on cost, causing a difficult dilemma for brands as price is still a significant consideration.
Meanwhile, half of Generation Z (52 per cent) would pay
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more to support carbon neutral delivery and other ethical initiatives adopted by online retailers and brands, compared to just a third (33 per cent) of the silent generation.
Despite consumers clearly being conscious about the products they buy, 44 per cent of respondents have not been made aware of corporate social responsibility initiatives or their impact by their preferred retailers, however. Yet, the same percentage (44 per cent) said would like to know about them – an easy win for brands that currently aren’t communicating their social responsibility initiatives.
The report also identified that no single preferred method of communication is leading the way, which has further highlighted the need to provide transparent, consistent and clear communication to consumers throughout their buying journey and to be informed of what initiatives online retailers and brands are supporting.
When they have been made aware of corporate social responsibility initiatives, only 16 per cent of consumers say it has been via a brand’s website and 36 per cent say
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