Ethics and Consumers MORI research fndings 27/10/00 Recent findings from MORI research 'Ethical Consumerism', conducted on behalf of the Co-operative Bank, have been released. The survey reveals a number of important insights: Value for money and quality are seen as the most important attributes when purchasing overall. Only a third consider a company's impact on the environment very important, and customer service is the least most influential factor Half of consumers believe they can make a difference to how responsibly companies behave, although only one in ten strongly agree Only one in ten consumers describe themselves as ‘Ethical’. Those aged under 35, whether or not they place importance on ethics, are least likely to describe themselves as ethical A quarter report having actively sought information on a company's ethical practices and policies in the last twelve months. However, three in five say they have looked for specific products when shopping, such as recycled or GM free goods Looking at types of ‘Ethical’ behaviour, all people are most likely to have recycled products or supported local shops etc. They are least likely to have actively campaigned Detailed factor and cluster analysis of the research results reveal five distinct segments ‘Ethical’ consumer types. These are Global Watchdogs5% , Conscientious Consumers18% . the Brand Generation6% , those who Do What I Can 49%), and those who Look After My Own22% In order to gain these insights, MORI conducted 1,970 interviews among a representative sample of British public (adults aged 15 and over), across 151 sampling points. All interviews were conducted face-to-face in respondents' homes between in May 2000.