During the election in April and May, we had an idea about asking people what they would ‘vote’ for when it comes to their purchasing habits. So we polled people online through Facebook and Twitter to uncover more about the interests and motivations of consumers who are committed to responsible purchasing. Though it was a fairly warm audience — 45% of people who responded were familiar with the Fairtrade mark — there were some interesting findings that emerged:
Farmer suicides, women’s rights as workers and child labour are the top issues for ethical consumers. Seventy-five per cent (75%) of respondents in India said that women’s rights as workers was their top issue overall; with child labour and farmer suicides coming in second and third respectively. Climate change and GM ranked well below these issues in our survey.
Ethical consumers are also those who are prepared to share responsibility with business. 85% of respondents also agreed that upholding the rights of workers and producers, and protecting the environment was a joint responsibility between business and consumers.
Ethical consumers are price sensitive, but not as much as you might think. Ethical consumers, were, on average, willing to spend 25% more for a product they felt was ethical.
You can read more about our survey findings in the Alternative.