A recent national, online consumer survey about food attitudes conducted by a San Francisco, Calif., marketing firm reveals some interesting data. “Beyond Organic: How Evolving Consumer Concerns Influence Food Purchases” offers insight into how consumers respond to the many claims made by brands and producers these days.
Most notably, 69 percent of respondents report that they will pay more for food brands they see as “ethical.” The researchers found that ethical is a highly personal, broad and flexible term when consumers apply it to food purchased in supermarkets or specialty stores.
However, Bob Kenney, Context Marketing principal, explains that when asked to identify what they meant by "ethical food," more than 90 percent of respondents identified three main qualities: protects the environment, meets high quality and safety standards and treats farm animals humanely.
According to Meatingplace, of the 69 percent, 57 percent are willing to pay up to a 10 percent premium for ethical food, and 12 percent say they will pay even more. Many consumers also said they are more loyal to food brands they see as ethically produced and are more likely to recommend them to others.