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ethical buying survey

These are the complete results from our survey. For reasons of space we have excluded the freetext responses to questions 14 or 16. If you are interested in finding out more please contact

Demographics
1. Are you Male or Female?
    Response Percent Response Total
    Male
28.3% 290
    Female
71.7% 733
Total Respondents   1023
(skipped this question)   50
2. Please indicate your age
    Response Percent Response Total
    0-10
0% 0
    11-18
2.6% 27
    19-25
16.1% 167
    26-35
72.1% 746
    46-55
6.9% 71
    56-65
1.9% 20
    66-75
0.3% 3
    76-85
0% 0
    86-95
0% 0
    96+
0.1% 1
Total Respondents   1035
(skipped this question)   38
3. What part of the UK do you live in?
  Response Percent Response Total
    East Anglia
1.7% 13
    London
63.1% 495
    Midlands
4.2% 33
    North West of England
3.1% 24
    Northen Ireland
0.5% 4
    North East of England
2.4% 19
    South West of England
3.6% 28
    South East of England
16.6% 130
    Scotland
4.5% 35
    Wales
0.4% 3
Total Respondents   784
(skipped this question)   289
4. If you live outside of the UK, please enter the country below
   Total Respondents  
278
(skipped this question)   795
5. What job do you do?
   Total Respondents  
1017
(skipped this question)   56
Ethical Criteria
6. What criteria would an item of clothing have to offer if sold as ‘ethical’? Tick as many as apply. If you have any other criteria, please enter them into the box below
  Response Percent Response Total
  No sweatshops
85% 864
  No child labour
92.2% 938
  Organic fabrics used
27.3% 278
  Community producing it directly benefits
72% 732
  Percentage of profits given to charities or causes
28.5% 290
    Other (please specify)
17.7% 180
Total Respondents   1017
(skipped this question)   56
Would you purchase ethical products
7. Would you be prepared to purchase an item of clothing if you knew that it was ‘ethically produced’?
  Response Percent Response Total
    Yes
81% 832
    No
1.2% 12
    Don't Know
17.8% 183
Total Respondents   1027
(skipped this question)   46
Purchasing Decesions
8. If you were to purchase an item of ethical clothing, what other criteria would affect purchase decision? Please Tick all that apply
  Response Percent Response Total
  Ethically produced is enough
10.4% 104
  Comparable price to High Street stores / fashion chains e.g. Zara, Banana Republic, Next
70% 698
  Comparable quality to High Street stores/ fashion chains e.g. Zara, Banana Republic , Next
82.5% 823
  Comparable style to High Street stores/ fashion chains e.g. Zara, Banana Republic, Next
72.8% 726
Total Respondents   997
(skipped this question)   76
Attitudinal
9. Could you please let us know if you strongly agree, slightly agree, slightly disagree or strongly disagree with the following statements. If you are not sure please enter Don’t Know
Strongly Agree Slightly Agree Slightly Disagree Strongly Disagree Don't Know Response Average
I buy clothes because they are stylish – I don’t care how they are produced
10% (98) 37% (368) 34% (333) 15% (146) 4% (37) 2.65
There are certain brands that I would never buy from for social, economic and political reasons
26% (251) 33% (324) 20% (196) 12% (121) 9% (89) 2.46
If I know that my clothes are ethically produced, I am willing to pay a small premium for it
21% (206) 50% (486) 16% (161) 6% (56) 7% (70) 2.28
As long as I am not paying more, I would rather buy something that is ethically made.
56% (542) 27% (264) 11% (110) 3% (29) 3% (29) 1.71
If the clothes are stylish, I would rather buy ones that are ethically produced.
60% (586) 32% (315) 3% (34) 1% (10) 4% (38) 1.57
If the clothes are of reasonably good quality, I would rather buy ones that are ethically produced
54% (538) 36% (355) 4% (39) 2% (17) 4% (39) 1.65
Total Respondents   986
(skipped this question)   87
Papers and Values
10. Please indicate which publications (newspapers and magazines) you read at least once a month. If we have missed any please enter them into the other field
  Response Percent Response Total
  Observer
23.8% 217
  Guardian
44.3% 404
  Times
36.9% 336
  Telegraph
13.9% 127
  Sun
11.9% 108
  Mirror
7.5% 68
  Mail
13.5% 123
  Express
5.7% 52
  Eve
2.9% 26
  Vogue
15.1% 138
  Tatler
4.1% 37
  Marie Claire
17.5% 159
  Other
8% 73
  Other (please specify)
56.1% 511
Total Respondents   911
(skipped this question)   162
Books Read
11. Please indicate which of the following books you have read. Please tick all that apply.
  Response Percent Response Total
  No Logo - Naomi Klein
65.5% 228
  Fast Food Nation - Eric Schlosser
42% 146
  Captive State - George Monbiot
8% 28
  Global Me - Gregg Zachary
1.7% 6
  The Silent Takeover - Noreena Hertz
6.3% 22
  Stupid White Men - Michael Moore
19.5% 68
  Business Unusual - Anita Roddick
19.3% 67
Total Respondents   348
(skipped this question)   725
Purchasing
12. Do you purchase FairTrade Food Products such as coffee, bananas etc
  Response Percent Response Total
    Yes
58.5% 561
    No
22.9% 220
    Don't Know
18.6% 178
Total Respondents   959
(skipped this question)   114
13. Have ever purchased products for political, social or economic reasons ie dolphin friendly tuna
  Response Percent Response Total
    Yes
65.4% 628
    No
19.9% 191
    Don't Know
14.7% 141
Total Respondents   960
(skipped this question)   113
14. If Yes, Please let us know which ones and why?
   Total Respondents  
489
(skipped this question)   584
15. Have you ever boycotted any products for political, social or economic reasons i.e South African apples?
  Response Percent Response Total
    Yes
53% 506
    No
37.9% 362
    Don't Know
9.1% 87
Total Respondents   955
(skipped this question)   118
16. If Yes , please let us know which ones and why
   Total Respondents  
421
(skipped this question)   652
Thank You
17. Thank you for your time. We are launching our first range in Spring 2003, if you would like to be kept informed of what ethically me is doing please enter your email address below.
   Total Respondents  
515
(skipped this question)   558

 

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