Ethics Affect Millennials' Buying Habits in France
Approximately one-third cited worker treatment or lack of eco-friendliness as reasons to refrain from a purchase
January 12, 2017
A recent survey found 72% of millennial internet users in France had refrained from buying via their preferred brand in the past 12 months for one reason or another, with ethical reasons among the most prominent.
In a November 2016 survey by GT Nexus and YouGov, a combined 34% of respondents ages 18 to 34 chose not to purchase a preferred brand due to either the brand not being eco-friendly or for it not treating or paying its workers well.
About three in 10 cited problems with product quality as a reason for declining to buy from a preferred brand. Around 20% did the same due to supply problems.
With nearly three-quarters of respondents to the survey ready to choose an alternative option to their preferred brand, it’s important that companies not only stay on top of their product quality and availability, but mind their business practices too. Young adult consumers in France won’t hesitate to look elsewhere for a substitute.
—Ben Clague
New in eMarketer PRO This Week
- Forecast: US Wearables Users, 2016-2020, with Breakouts by Age, Gender and Generation
- Report: US Digital Ad Spending Benchmarks by Industry, H2 Update
- Statpack: Canada – Consumer Time and Advertiser Dollars
- Report: UK Digital Trends for 2017
Not a PRO subscriber? Find out how to become one.