Survey says: consumers increasingly willing to pay more for responsible products

If you’re a company committed to doing business in a socially and environmentally responsible way, good news—consumers will reward you.

According to a recent Nielsen Global Online Survey, a growing number of consumers are willing to pay more for products and services from companies committed to positive social and environmental impact. In fact, 66% of those surveyed said they would pay more for such products, up from 55% in 2014 and 50% in 2013.

To get a better handle on what factors most influence global consumers when making purchases of things like food, beverage, toiletries and over-the-counter drugs, Nielsen polled some 30,000 people in 60 countries. The results revealed that the top sustainability purchasing drivers for consumers were: “Products are made by a brand/company that I trust”
(heavily influencing 62% of respondents); “The product is known for its health and wellness benefits” (59%); “The product is made from fresh, natural and/or organic ingredients” (57%); “The product is from a company known for being environmentally friendly” (45%); and “The product is from a company known for its commitment to social value” (43%).

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