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* Ethical Shopping – Are UK Shoppers Turning Green? Date Published: 26/03/2008 *
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Ethical Shopping - Are UK Shoppers Turning Green  

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Revealing the implications of evolving shopper attitudes and behaviour towards ethical consumerism

  
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Sales of ethical products have experienced rapid growth over recent years as more shoppers have used their purchasing power to make a difference.

Commentators have heralded the initiatives of the grocery industry towards the ethical agenda over the last couple of years as representing a “profound shift” and a “significant change” in approach. Are more shoppers willing to embrace organic, fairtrade, environmentally friendly, and animal welfare assured products?

IGD’s Ethical Shopping – Are UK Shoppers Turning Green? report will help you understand how shoppers are making sense of and responding to these ethical issues.

 
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Ethical Shopping – Are UK Shoppers Turning Green? will help you to understand:

How attitudes and behaviours have changed over the last two years

The level of awareness and concern towards ethical shopping issues

How ethical issues impact the shopping decision process and what trade-offs shoppers make

The different ethical shopper segments

How ethical shopping differs by category

The degree to which shoppers are prepared to pay extra for ethical products
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EXECUTIVE SUMMARY
  • Ethical shopping - The choices shoppers make
  • Defining ethical shopping
  • Interest in and purchase of ethical product types
  • Ethical shopper segments
  • Ethical shopping by category
  • Steps to ethical shopping
  • Price
  • Availability
  • Trust
  • Quality
  • Choice
  • Perceptions of the food industry
RESEARCH OBJECTIVES & KEY QUESTIONS
  • Research Methodology
HOW ETHICS IMPACTS THE VALUE EQUATION
  • Guiding principles that influence ethical shopping decisions
ETHICAL SHOPPING ISSUES
  • Interest in different ethical product types
  • Conversion from interest to action
  • Purchasing combinations of ethical product types
  • Involving ethics in decisions can be overwhelming
  • Principles that bring order to shopping priorities
  • Different types of ethical shopper
  • Mapping the different ethical shopper segments
  • Different types of ethical shopper
  • Steps to ethical shopping - product types
ETHICAL SHOPPING BY CATEGORY
  • Ethical issues associated with each category
  • Examples of products with multi-ethical credentials
  • Steps to ethical shopping - categories
  • Ethical composite product examples
  • Ethical shopping bv category - over time
BARRIERS TO ETHICAL FOOD SHOPPING
  • Barriers to ethical food shopping by segment
  • Willingness to pay an extra 10% for ethical products
  • Ethical products and price - shopper quotes
  • Availability of ethical products
  • Trust - vital for shopping ethically
  • Who to trust for a balanced ethical view
  • Who to trust by life-stage
  • Quality perceptions of ethical products
ATTITUDES & PERCEPTIONS REGARDING ETHICAL SHOPPING
  • Food industry perceptions
  • Attitudes to brand ownership
  • Ethical shopping driven bv guilt
  • Attitudes to choice editing
FOCUS ON DIFFERENT ETHICAL ISSUES
  • The continued rise of Fairtrade
  • The continued rise of organic
  • Animal welfare trends
  • Packaging is a concern for shoppers
  • Food and the environment
  • Location, location, location
  • International retailer examples
CONCLUSION
  • Key shopper insights and implications
  • Appendix
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