Australians Embrace Ethical Shopping

Shopping with a conscience is taking off in Australia and the Asia/Pacific, with over six in ten survey respondents buying items that are based on merchant social responsibility such as fair trade and environmentally friendly products.

The latest survey from credit card giants, MasterCard Worldwide also shows how 60% of the respondents in Asia/Pacific purchased certain items because a percentage of the sale is donated to a good cause. The survey was conducted via online interviews in the fourth quarter of 2009 and involved 3,500 consumers from 13 markets including Australia across Asia/Pacific and Africa.

More than 70% of the respondents in Asia/Pacific also indicated that they will go out of their way to purchase gifts that are environmentally friendly as well as pay more for such items. This is less so for products based on fair trade or with a percentage being donated to a good cause.

The survey found that in Asia/Pacific, both female and male respondents embrace the same ethos and principles when making purchases across the key indicators. Environmentally and socially responsible merchants are a big draw for shoppers with over 80% of the respondents in Asia/Pacific more or somewhat likely to make a purchase.

Amongst those surveyed, retail outlets were found to be the preferred point of purchase for over 60% of the respondents in Asia/Pacific, compared to online channels when it comes to responsible gift purchases. However, for respondents who stated that they make their purchases online, about 75% agreed that there are more choices online for environmentally friendly items or products based on fair trade principles. About half of the respondents stated that they will be able to get the same socially responsible products at discounts online, where they may otherwise be expensive in retail outlets.

Georgette Tan, Vice President, Communications, Asia/Pacific, Middle East and Africa, MasterCard Worldwide says there is a shift towards ethical shopping for a new class of knowledgeable and discerning shoppers in the region.

Tan says the survey demonstrates that consumers are looking beyond discounts and are drawn towards ethical practices – fair trade principles or eco-friendly products. Consumers are now aware that even when they make their purchases, they can make a difference.

The markets surveyed include Australia, China, Hong Kong, India, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, South Africa, Taiwan and Thailand.