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Study Shows Companies' Ethical Values Affect Consumer Buying Decisions

July 28, 2011: 03:05 AM EST
A UK survey of 1,000 consumers found 91 percent said that the way a company acts toward its customers and communities plays a role in their purchasing decisions while 60 percent said a company's ethics influenced their decision making. Over half (53 percent) said knowing that a company performs charity acts, such as donating to good causes, affected their purchases. Consumers younger than 30 years, and women generally, say they put more value on a company's ethics. Companies noted for receiving positive press about their ethical records include Unilever, PepsiCo and Marks & Spencer.
Gemma Charles, "Consumers consider brands' ethics when shopping, according to survey", Marketing Magazine, July 28, 2011, © Haymarket
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