Gibbs-rbb Strategic Communications, in conjunction with Harris Poll, conducted the 2014 Conscious Consumer Study in August among more than 2,000 U.S. adults to determine the key attributes of what they call “Conscious Consumers” — a growing market segment of discerning consumers making buying decisions based on factors such as health, sustainability and corporate social responsibility (CSR).
 
The goal of the research was to examine the behaviors and preferences of Conscious Consumers regarding food companies, in particular:
 
• Household spending on grocery food;
 
• Incremental household spending on grocery food produced in environmentally and socially responsible ways;
 
• Sources of information about businesses and their
CSR activities;
 
•Factors that influence purchasing decisions, including supply chain quality, transparency, and environmentally and socially responsible practices; and,
 
• Factors that impact brand loyalty, including workplace quality and corporate governance.
 
Among the key findings of the survey was that on average, Americans are willing to spend 31% extra per week on safe and sustainably produced grocery food for their household.U.S. households spend an average of $119.30 per week on grocery food, and consumers are willing to pay an additional $37.30 per week, or 31% more, on food that is produced in ways that advance the well-being of the planet, humans and safety of food sources.

The research also determined that controversial news emerging from food supply chains affects consumer loyalty.With price being equal, most Americans say they are likely to switch from a food brand they trusted if they learn that the company was involved in product recalls (77%), practices that harm animal welfare (73%) or irresponsible labor practices (72%).

Health, safety and waste reduction are significant considerations in decisions to buy food, according to the study.With price being equal, most U.S. adults consider nutritional content (88%), food safety (87%) or food waste (78%) to be important when making food purchases for their households.

In addition, trusted personal contacts, journalists, retailers and food businesses are important sources of information about the CSR activities of food companies. The report found that mostAmericans rate word-of-mouth discussions (71%), news media (68%), content supplied by food retailers (66%) and content provided directly by food companies (66%) as important in their efforts to learn how food companies advance the well-being of the planet, humans and safety of food sources.
 
For further details from the study, visit www.gibbs-rbb.com.