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Consumers vow to be greener and more ethical

17th January 2007

The results come on the back of a surge in popularity of fair or ethically traded goods. In December, Sainsbury's committed to only buy bananas that had been certified by Fairtrade.

The survey of 1,010 adults by finance firm Deloitte found 59 per cent of consumers do think about ethics and green issues while shopping and making purchases, while a quarter said socially responsible values would influence all or most of their buying decisions through the New Year.

Asked to rank the most important factors when buying products, both men and women put whether the goods had been fair or ethically traded at the top.

Other top considerations for men are supporting British and local produce or supporting local shops, supporting charity, product safety, healthy eating and human rights. Women place animal welfare, supporting charity, supporting local producers or shops, human Rights, buying British, and healthy eating as their most important factors. But women are more likely top opt for organic foods than men.

Women lead the way in environmental awareness, with 60 per cent saying they plan to go green in the New Year, compared to 54 per cent of men.

The success of each of these sectors in the long-term will rely on retailers using clear and distinct communication to educate consumers about the benefits of putting ethical values above financial cost.

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Life Style Extra www.lse.co.uk