• Audrey Blue: Local fashion label produced with organic and Fairtrade cotton.
    Audrey Blue: Local fashion label produced with organic and Fairtrade cotton.

What do 85 per cent of Australian shoppers consider before buying?

New research into everyday shopping habits has revealed Australians place a higher priority on purchasing products that support people in need.

A national survey of 1,025 people conducted by McCrindle, found eight in 10 shoppers (85 per cent) would be more likely to purchase a product which supported people in need, assuming product price and quality was similar.

Supporting animals or the environment also ranked highly, with 77 per cent shoppers indicating they were more likely to buy products that supported these causes.

Seven in 10 Australians also agreed ethical products such as Fairtrade were good value for money, according to Fairtrade Australia and New Zealand CEO Molly Harriss Olson.

She added that value is often simplified to mean only price, but research shows that social, environmental, and trust attributes also contribute to consumers’ perception of product value.

“Purchasing ethical products is high on the shopping list. As a market based system of trade which supports farmers in developing countries, we must do what we can to continue to fuel this demand from consumers,” she said.

Harriss Olson added that, particularly in the fashion industry, incidents such as the Rana Plaza collapse and the Sherrin child labour scandal have put the spotlight on the way products are made.

“Consumers are much more aware which is being reflected in their purchasing decisions. Cotton has a complex supply chain, so we focus on where we know we can make a real impact, which is ensuring that cotton farmers get a better deal.

“We’re very proud that Fairtrade certified cotton is now largely recognised by industry and consumers as the gold standard of ethical/sustainable cotton,” she said.

“Just by choosing a Fairtrade product over a non-Fairtrade product, shoppers can make a huge difference to the working standards for farmers and workers in developing countries, giving them the opportunity to improve their lives, develop their communities and plan for the future.”

comments powered by Disqus