In an exclusive poll for Retail Week, ICM Research interviewed a random selection of 2,045 adults aged 18 and over between April 9 and 11, 2010 about retailers’ ethical processes.

How much does a r etailer’s ethical and environmental stance influence where you choose to shop?
A great dealBar Chart Line6%
A littleBar Chart Line31%
Not very muchBar Chart Line32%
Not at allBar Chart Line28%
Don’t knowBar Chart Line3%
Almost two out of five people (37%) said where they choose to shop is influenced by the ethical and environmental stance of the retailer. Only 6% said it had a strong influence, compared with 31% who said it had a little influence. Those aged 18 to 34 (42%) were significantly more likely than those aged 45-plus (35%) to say where they choose to shop is influenced by the retailers’ ethical and environmental stance.
How much do ethical or environmental considerations influence what products you buy?
A great dealBar Chart Line7%
A littleBar Chart Line35%
Not very muchBar Chart Line31%
Not at allBar Chart Line24%
Don’t knowBar Chart Line2%
Just over two out of five people (42%) said what products they buy is influenced by ethical and environmental considerations. However, only 7% said these concerns have a great influence while 35% said it has a little influence. People in the higher social grades (AB) were significantly more likely (net 50%) to say they were influenced than those in social grades C2 (39%) or DE (35%).
Which of the following issues matter to you when purchasing items?
Excess packagingBar Chart Line48%
Whether a product is fair tradeBar Chart Line26%
Products’ carbon footprintBar Chart Line17%
Environmental impact of store/centreBar Chart Line17%
None of these issuesBar Chart Line35%
Don’t knowBar Chart Line4%
Nearly half (48%) said they consider excess packaging when they make a purchase, and just over a quarter (26%) said it matters whether the product is fairtrade or not. Half (52%) of people aged 45-plus said excess packaging matters when they are purchasing items – significantly more than those aged 18 to 34 (41%). However, more than a third (35%) said none of these issues matter to them when purchasing a product.
Are you more or less likely to consider environmental and ethical issues now when buying items than you were two years ago – ie, before the recession – or is it about the same?
More likely nowBar Chart Line31%
Less likely nowBar Chart Line7%
About the same as two years agoBar Chart Line57%
Don’t knowBar Chart Line5%
Nearly a third (31%) said they are more likely to consider environmental and ethical matters now than two years ago; almost three fifths said their consideration remains the same. More people aged 18 to 34 (36%) said they consider these issues more now, than those aged 45-plus (30%). People in the higher social grades (AB) are more likely (35%) to consider these matters more today than those in the social grades C2 (28%) or DE (27%).

Methodology

Methodology: ICM Research interviewed a random selection of 2,053 adults aged 18 and over between March 12 and 14, 2010. Interviews were conducted online and the results have been weighted to be nationally representative of the profile of all adults

ICM Research

For full results, visit the ICM Research website or call Michelle Hesse on 020 7845 8304.

The sustainability drive