Ethics Affect Millennials' Buying Habits in France - eMarketer

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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.

Reasons for Deciding Not to Purchase a Preferred Brand Among Internet Users Ages 18-34 in France, Nov 2016 (% of respondents)

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

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