Campden BRI Research Sheds New Light on Consumers’ Ethical Purchasing Behaviour

The research was undertaken to help the food industry better understand the impact ethical and environmental concerns have on consumers’ pre-purchase decision making

27 May 2010 --- Findings from a recent conjoint research project completed by Campden BRI have revealed that there can be significant disparities between what people say their concerns are when it comes to ethical purchasing and how this manifests itself in actual buying behaviour.

The research was undertaken to help the food industry better understand the impact ethical and environmental concerns have on consumers’ pre-purchase decision making.

The study found that the difference between what consumers say and what they do is especially apparent when they are presented with ethical and environmental messages alongside additional product information. This is further compounded by their wide-ranging priorities in purchasing criteria, from brand to nutrition to family preference and product quality.

Participants in the research project were allocated into one of four buying groups based on their attitudes towards ethical and environmental issues, namely: ‘deep’, ‘intermediate’, ‘shallow’ and ‘environmentally-focused’ shoppers. Behaviours among the four groups of consumers illustrated various levels of attitudes and responses to different ethical products, such as free-range eggs, organic milk and fair-trade tea.

Dr. Michelle Chen, from Campden BRI’s Department of Consumer and Sensory Science who led the research project, commented: “Brands are increasingly investing in new initiatives that aim to enhance ethical or environmental credentials in response to increasing consumer awareness and concerns. Our research suggests that attitudes and purchase behaviours regarding these products are highly personal, depend on individual issues and differ between product types. 

“There is clearly a need for environmentally and ethically-sound products, however manufacturers and retailers need to ensure they don’t leap to conclusions when making important packaging and labelling decisions. Instead, they need to establish an understanding of the effectiveness and influence of on-pack ethical and environmental information on consumers’ pre-purchase decision making and ultimately their purchasing behaviour.”