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Ethical Behavior Of Corporations Is Important For Significant Number Of Affluent Consumers In UK, Study Shows

May 29, 2013: 12:00 AM EST
In the UK, 11 percent of affluent consumers said it is important that companies act ethically and that they are willing to pay more for environment-friendly products, according to results of Kantar Media's Premier TGI study. Also, these consumers are 55 percent more likely to re-use empty items, including bottles and jars, and are 46 percent more likely to take steps to reduce their use of gas and electricity at home. Results of the study also showed these consumers are 65 percent more likely to cite social responsibility as their motivation to work and do business. TV networks BBC and Channel 4 and corporations The Body Shop and John Lewis are among these consumers' top companies and brands in terms of corporate responsibility and ethical behavior.
Alice Dunn, "Understanding Britain's upmarket ethical consumers", Marketing Magazine , May 29, 2013, © Haymarket
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