survey results (w graphs)
TRANSCRIPT
Ethical ShopperSurvey and
Results
Stanford Venture Lab 2012technology entrepreneurship
ES
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.
Do you own a Smartphone? If so, what platform does it run on?
Apple Android Windows Phone Blackberry I do not own a smartphone0
5
10
15
20
25
30
27
18
2 2
12
If you did own a Smartphone, do you use your Smartphone to research products whilst out shopping?
No, never Every shopping
trip
0
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18
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Do ethical/sustainable considerations affect your purchasing decisions?
Never Always0
2
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18
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How important would ethical/sustainable credentials be for you versus the price of an item?
Price Ethical/sustainable0
2
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3
2
13
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14
10
1 1
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How easy do you feel it is to get clear, concise information on a product to assess its green/ethical credentials?
Impossible, unclear
Extremely easy, clear
0
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How confident are you that the information provided on packaging, labeling, etc. is accurate and true?
Not confident at all Very confident0
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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
Never Always0
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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?
Never Always0
2
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16
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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?
Never Always0
2
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10
12
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How likely would you be to use such community generated reviews to make your own purchasing decisions?
Very unlikely Very likely0
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Nu
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How interested would you be to receive specific brand/product promotions and discounts for items you regularly purchased or identified as a preference?
Not interested at all Very interested0
2
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14
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Demographics
56%
44% MaleFemale
13%
62%
20%
2%3%
Under 1818 - 2526 - 3536 - 4546 - 55Above 55
Are you the shopper for the household?
62%
33%
5%
Always or mostly do the shopping for you or your householdSometimes do the shopping for you or your householdRarely do the shopping for you or your household