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Retail Intelligence

A Third Of Shoppers More Likely To Shop At Supermarkets Engaged In Charitable Initiatives

Some 65% of respondents to the latest Consumer Insights survey from Empathy Research say they would not shop in a particular supermarket if they felt it has poor business ethics.

Older age groups are more likely to change their grocery shopping habits if they felt a supermarket had poor business ethics, with 75% of 55+ year olds and 67% of 45-54 year olds saying they would be put off shopping in a supermarket if that was the case.

This compares to 55% of 18-24 year olds, 59% of 25-34 year olds and 62% of 35-44 year olds.

Over a third of respondents (35%) said they would be more likely to shop in a supermarket that promotes their support of the local community or charity. Breaking this down by gender, females are slightly more likely to do so (37%) than men (33%).

Going into even further detail, charitable initiatives by supermarkets appear to have a somewhat equal level of appeal across all age groups. Over 55’s (41%) are the most likely to be influenced by supermarket charity initiatives with 18-24 years (34%), 25-34 years (33%), 35-44 years (31%), 45-54 years (35%) not far behind.

Just under a quarter (24%) of respondents think supermarkets are maintaining sufficient working conditions in their shops. Only 20% of 35-44 year olds, 18% of 45-54 year olds and 17% of 55+ year olds share this sentiment, with 43% of 18-24 year olds and 29% of 25-34 year olds saying supermarkets are doing enough to ensure they have good working conditions.

With a wider range of certified ethically produced products on the shelves, almost two-thirds of respondents (59%) think it is important that these products are available in the supermarkets that they frequent.

Click here for more information from Empathy Research.

© 2015 - Checkout Magazine by Niall Swan

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