New Study Finds Middle-Aged Men And Women Are The Most Ethical Shoppers

New Study Finds Middle-Aged Men And Women Are The Most Ethical Shoppers
SHARE
THIS



Ethical shoppers are more likely to be middle-aged, a new British study has found.

In the study, Ethical consumption behaviours in supermarket shoppers: determinants and marketing implications, published in the Journal of Marketing Management, Professor Morrell, Chanaka Jayawardhena, of Hull University Business School, and Chris Stride, of the University of Sheffield, questioned 688 shoppers at three UK supermarkets, with 53 per cent of them women, just under half aged under 30 and around 20 per cent 50 years-old or more.

The researchers found that young and old shoppers were less likely to purchase fairtrade and organic goods at supermarkets, with the findings going against the commonly held view that people become more ethical as they get older.

Younger shoppers talked a lot about buying ethical goods, but failed to practice what they preached, with the survey finding they recommended ethical products more than older consumers, but were less likely to purchase them.

And despite the perception that women are more ethical than men, the survey found no difference between the shopping habits of the two genders.

Kevin Morrell, of Warwick Business School, said: “There is the perception that in general people become more ethical as they get older or that today’s young are more in tune with ethical buying and the environment.

“But we were surprised to find that it was the middle-aged who were the ethical shoppers. We found a ‘curvilinear’ relationship between age and purchasing fairtrade and organic products: both older and younger respondents were less likely to purchase ethical goods than middle-aged respondents.

“Age was also associated with the extent to which people would recommend fairtrade goods, with the oldest respondents also being least likely to recommend fairtrade products to others. This also suggested that younger shoppers were not entirely ‘practising what they preached’.

“Overall, we did not find that gender had any effects on recommendation or purchasing of fairtrade or organic food.”

Professor Morrell added: “The findings may reflect that both younger and older consumers have less disposable income, especially as fairtrade and organic goods are often more expensive. Certainly, it might explain why younger shoppers recommend ethical foods, but don’t then buy them as they simply can’t afford it.

“Older shoppers might just be more engrained in their shopping habits and not as aware of the move to fairtrade and organic foods. Or it might be that younger and older shoppers are purchasing from a smaller pool of products than those middle-aged consumers doing a family shop.

“It may also reflect that there is greater awareness of some of these pro-social issues among younger consumers and that older shoppers are more settled in their shopping habits.”

The study’s findings have implications for marketers and organisations aiming to promote fairtrade to tackle the exploitation of workers and those looking to protect the environment and animal welfare.

“Our work shows that values play an important part in how many consumers shop, with many aware that their buying habits can have a direct impact on people’s working conditions or the environment,” said Professor Morrell. “Marketers need to take that into consideration and make sure it is part of their marketing mix.

“We know a lot of decision-making in supermarkets is almost sub-conscious and so ethical shopping could be enhanced by useful visual cues and subtle features in the layout of the store that could align with these values.”

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]