Communicating Ethical Initiatives to the Conscious Consumer

The relationship between commerce and ethics has become intrinsically linked over the past few years. Responsible trading, treatment of employees and suppliers, and brand authenticity all play a big part in shaping buying behaviour. Consumers today expect online retailers and brands to not only have clear and transparent corporate social responsibility (CSR) strategies, but to communicate and implement them effectively before they decide where to spend their money.

To understand the role of ethical initiatives on shopping behaviour online, and the impact that the belief-driven buyer has on online retailers’ and brands’ ability to trade responsibly and profitably, PFS and LiveArea asked consumers in the UK, Republic of Ireland and France for their ethical retailing expectations.



72% of consumers feel that online retailers and brands have an obligation to protect, conserve and benefit the environment


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