fashion

A brand’s social standing may influence consumer shopping behaviour


Consumers expect the brands and business where they shop to be responsible, accountable and share their values, according to a survey conducted by Clutch. Whereas once upon a time it was ok for brands to remain indifferent, companies are expected to speak up, with 71 percent of people surveyed feeling it important for businesses to take a stance on social movements.

When people buy products or services, they view these buying decisions as an extension of their beliefs and will readily support companies that share their values.

Clutch surveyed 420 consumers in the U.S. to learn how corporate social responsibility influences how people perceive brands and where they choose to shop.

The findings shows 75 percent are likely to start shopping at a company that supports an issue they agree with. Whereas affordability has always fueled people’s buying decisions less than half of people (44 percent) rank price as one of the three most important attributes of a business.

Furthermore, 70 percent of Generation X (ages 35-54) and 54 percent of millennials (ages 18-34) are likely to stop shopping at a company that supports an issue they disagree with compared to 37 percent of baby boomers (ages 55+).

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