New research reveals that, despite the cost-of-living crisis, Brits still want to shop “sustainably and ethically”

Over half of UK shoppers feel guilty when they spend money on products that aren’t from a sustainable or ethical brand, according to new research from eBay for Change.

Shopping with a conscience has become “so important” to consumers that two thirds of shoppers (65 per cent) stop to think about sustainability before making a purchase while over half (57 per cent) consider first if a business gives back to society.

Four in 10 shoppers said that some or most of their purchases are now from brands that “give back to society or the planet”. The findings come as eBay for Change, the dedicated hub for businesses with a social purpose on the marketplace, launches its second annual Shop for Change Report, which polled over 2,000 consumers on their shopping habits.

The report found that the recent cost of living crisis has changed shopping habits for 80 per cent of UK consumers, with six in 10 saying that price is currently the factor they care most about when shopping.

However, despite recent challenges, shopping “ethically and sustainably” is still firmly on the agenda, with 50 per cent of consumers wanting to shop more regularly from brands which are clearly putting ethics or sustainability at the heart of their operations.

Shoppers are also optimistic about their power to make a difference with their purchases: 45 per cent of people believe their purchases have the power to make positive change.

In fact, four in 10 consider that shopping from a ‘social enterprise’, a brand that puts social or environmental purpose front and centre of its operations, does as much or more good than donating to a charity. This is particularly true amongst Gen Z and millennial shoppers.

Over half of shoppers say they are more likely to buy from a brand which supports a specific cause close to their heart. Reducing plastic pollution is the top cause which would make consumers more likely to buy from a social enterprise, followed by protecting the oceans and preserving animals’ natural habitats.

Chris Gale, head of social impact at eBay UK, commented: “It’s clear that there’s a real desire from shoppers to shop for both value and values. What’s important now is that businesses and marketplaces support shoppers to act on this desire and work to eliminate the barriers consumers might have to making these swaps every day.”

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