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Recession fails to dent shoppers’ ethical beliefs

13 October 2009:

British consumers are the most ethical in Europe, according to a new report.

According to IGD, the market research company, shoppers in the UK are more likely to buy goods based on environmental, animal welfare or fair trade claims than their counterparts in Europe. About 41 per cent of British consumers have bought ethical products, compared with 34 per cent in Germany, 31 per cent in France and 12 per cent in Spain.

Joanne Denney-Finch, the chief executive of IGD, said that this was evidence that British consumers were retaining their ethical and environmental concerns despite the economic pressures of the recession.

Shoppers also feel less able to make a difference through shopping decisions than two years ago, according to the research. Only 23 per cent believe that they can make a difference to the environment through shopping decisions, down from 44 per cent two years ago. Ms Denney-Finch said that this was symptomatic of the recession.

Only 17 per cent of shoppers believe that they can influence fish reserves through their purchasing decisions, despite the efforts of the Marine Stewardship Council to implement a certification system.