This document summarizes the results of an ethical shopper survey. Key findings include: - Most respondents own smartphones and use them to research products while shopping. - Ethical/sustainable considerations often affect purchasing decisions. - Respondents expressed interest in using a smartphone app to get quick information on a product's green credentials and recommendations for ethical products. - They were also open to using an app to rate/review products and receive targeted promotions.

1. ES
Ethical ShopperSurvey and
Results
Stanford Venture Lab 2012
technology entrepreneurship

2. The survey
This document captures the graphical output of the ethical
shopper survey http://goo.gl/CHc2r that was created to validate
the hypothesis:
There are a growing number of consumers who wish to make a
conscious choice to support ethical traders.
These consumers are always ‘connected’ with their access to
Smartphones, so they will use a simple app in-store to assist
them to make the right choice for their budget and cause.

3. Do you own a Smartphone? If so, what
platform does it run on?
30
27
25
20
18
15
12
10
5
2 2
0
Apple Android Windows Phone Blackberry I do not own a smartphone

4. If you did own a Smartphone, do you use
your Smartphone to research products
whilst out shopping?
18
16
14
12
Number of responses
10
8
6
4
2
0
No, never Every
shopping trip

5. Do ethical/sustainable considerations
affect your purchasing decisions?
18
16
14
12
Number of responses
10
8
6
4
2
0
Never Always

6. How important would ethical/sustainable
credentials be for you versus the price of
an item?
16
14
14
13
12
Number of responses
10
10
8
7
6
6
4
4
3
2
2
1 1
0

7. How easy do you feel it is to get
clear, concise information on a product to
assess its green/ethical credentials?
16
14
12
Number of responses
10
8
6
4
2
0
Impossible, unclear Extremely easy, clear

8. How confident are you that the information
provided on packaging, labeling, etc. is
accurate and true?
14
12
10
Number of responses
8
6
4
2
0
Not confident Very
at all confident

9. If you did have a Smartphone, if you had access to an app
that would allow you to quickly and easily (under 30
seconds) scan a barcode to get independent information
on a products green credentials, how likely would you be
to use it when making purchasing decisions
14
12
10
Number of responses
8
6
4
2
0
Never Always

10. If you had access to an app that would recommend a top
selection of products within specific groups (e.g. the
most green washing up powders, free range eggs), how
likely to would you be to use it when making purchasing
decisions?
16
14
12
Number of responses
10
8
6
4
2
0
Never Always

11. If you did have a Smartphone, if you had access to an app
that would allow you to rate and share recommendations
or reviews on green products, how likely would you be to
use this feature?
12
10
8
Number of responses
6
4
2
0
Never Always

12. How likely would you be to use such community
generated reviews to make your own purchasing
decisions?
16
14
12
Number of responses
10
8
6
4
2
0
Very unlikely Very likely

13. How interested would you be to receive specific
brand/product promotions and discounts for items you
regularly purchased or identified as a preference?
14
12
10
Number of responses
8
6
4
2
0
Not Very
interested at interested
all

14. Demographics
44% Male
56% Female
2% 3% 0%
13%
Under 18
20%
18 - 25
26 - 35
36 - 45
46 - 55
Above 55
62%

15. Are you the shopper for the household?
5%
Always or mostly do the
shopping for you or your
household
33% Sometimes do the
shopping for you or your
household
62% Rarely do the shopping
for you or your household