Few Britons say social or ethical considerations are a top factor in their choices
With many companies competing to highlight their green credentials, many might assume that ethical considerations drive consumer choices. But do consumers truly put a premium on ethics when making purchases, or do price and convenience ultimately win out?
When a YouGov study asked Britons to list the one or two most important factors when choosing a product or service, a mere 5% of Britons selected “social or ethical considerations”. Instead, “cost” comes top, at 70%, and “quality” second on 62%. No other factor came close, with third placed “a brand I trust” coming in far lower at 15%.
Young Britons, who are stereotypically held to be much more invested in ethical consumerism than their elders, are no more likely to say social or ethical considerations are one of the top factors in their purchase decisions.
When those 5% of Britons are asked what social or ethical considerations they have in mind when they say they are a top purchasing decision, the environment and climate change top the list, at 83%.
This is followed by “fair treatment of workers / suppliers” (75%), animal welfare (68%) and human rights (59%). Other issues were brought up by fewer than half of this group.
Because the group of people for whom social and ethical considerations are a top factor in their buying choices is so small, it is not possible to break it down into age groups for further analysis.
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Photo: Getty
