The Institute of Grocery Distribution has previously provided data about the 5 ethical issues that most concern people, these being Animal Welfare, Local/British, Environmentally Friendly, Fair Trade, and Organics. See blog of 7/3/08 "Whither Ethical Purchasing" for detailed data.
Now, for anyone interested in what goes on inside consumers minds as they make an ethical purchase, IGD has published findings on how and why consumers decide what to buy.
According to IGD, consumers work to 7 guiding principles:
1. Personal beliefs about what food is right and what isn't.
2. Whether food has been produced in a way that is fair to all involved, be it people or animals, both at home and abroad.
3. Worries about sustainability and whether due thought has been given to the environmental impact of food production.
4. A desire to leave the world in a fit state for future generations.
5. Concern about health and well being, particularly if young children are involved.
6. Food safety as it relates to where the food has come from and how it was produced.
7. What makes the consumer feel good at the time of purchase.
It has to be said that some of these findings look a bit vague, and although the IGD doesn't mention this, not all consumers will act on all these principles all of the time. However, they do support the general view that consumers are becoming more aware of ethical issues. They also give clues about why consumers make a particular decision, whether it's to support the environment, or to be sure that no person or animal was badly treated, or whether more selfish motives such as health or feeling good come into play. The findings can also help those thinking about how to advertise their produce develop an appealing message for their customers.
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