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Ethics and Loyalty: There May be a Sea Change on the Horizon

William H. Bleuel, PhD
William H. Bleuel, PhD

An English agency, 23red, has completed a survey of 1,000 adults. The results mirror previously reported connections between purchase intent and the ethical credentials of companies. Their findings include:

  1. 91 percent of shoppers consider the approach of the business to the local community, the environment and its terms of operation before making a purchase decision.
  2. 53 percent indicated that a significant contribution to charities would play a large part in whether a customer made a purchase or not.
  3. 60 percent suggested that broader ethical concerns helped guide their behavior.
  4. 53 percent also noted that they were influenced positively when they knew the company contributed a percentage of their profits to charity and good causes.

When the demographics are considered, respondents under 30 years of age placed more importance on ethical values. Similarly, women also placed a higher value on ethical issues than men.

The bottom line is that, in order for ethical programs to have an impact on customers, they must work and be seen to work. These results are consistent with the my previous blog post, Loyalty Impact of Corporate Social Responsibility. With these consistent results there may be a sea change on the horizon concerning what customers are thinking when they consider making a purchase.

Author of the article
Bill Bleuel, PhD, Professor of Decision Sciences
Bill Bleuel, PhD, Professor of Decision Sciences
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