Do consumers really care about whether companies are ethical when they decide to patronize them? Or are other attributes (such as brand loyalty, price, convenience, assortment, etc.) so important to consumers that they ignore ethical issues when making a purchase decision?
As reported by Emarketer, Mintel and Lightspeed GMI recently conducted a large study on this topic. Companies should pay attention to and behave appropriately with regard to the findings:
“Consumers might not reward a company they believe is ethical, but many are likely to punish a company they perceive to be unethical, according to a 2015 study. Mintel and Lightspeed GMI surveyed 2,000 U.S. adult Internet users. More than half of respondents said they stop buying products when they believe a company is unethical. Over one-third of Internet users said they would tell others and 26% of respondents would do neither of those things.”
Click the chart to read more about the ethics study.
Lots of shoppers explore their favorite Web sites looking for information — and sometimes, even to purchase. The way that prices are presented online can go a long way toward determining whether people or motivated or demotivated to buy an item.
Recently, Lindsay Kolowich, writing for HubSpot, identified 11 online pricing pages that serve as excellent examples for those involved in designing online pricing pages:
“The majority of people who have made it down the funnel far enough to consider buying from you will likely look at your pricing page. It’s a huge opportunity for you to take control of the price conversation and make it even easier for people to buy. What does a great pricing page look like? To help inspire you, we found 11 of the best examples of pricing page design. You’ll notice the best pricing pages have clean layouts, use simple language that speaks to the customer, and aim to inspire trust between the business and the user.”