Nearly half (45%) of consumers in 25 countries agreed—gave a rating of five (18%) or four (28%) out of five on an agreement scale—that they would switch brands for one they believe is higher quality, even if the price is higher. One in three were neutral—gave a rating of three (32%) out of five—while two in 10 (23%) disagreed—gave a rating of one (11%) or two (12%). The findings reflected a new poll of 18,503 online respondents conducted by Ipsos OTX, the global innovation center for Ipsos, the world’s third largest market and opinion research firm.

Those who appeared most likely to prioritize quality over price hailed from: Norway (62%), Sweden (57%), India (56%), Indonesia (56%), Mexico (54%), Brazil (52%), Germany (52%) and Turkey (52%). Those in the middle of the pack were from: South Africa (51%), Argentina (50%), China (49%), Russia (49%), South Korea (49%), U.S. (47%), Canada (44%) and Spain (44%). Those least likely to agree were from: France (42%), Australia (40%), Great Britain (37%), Saudi Arabia (37%), Hungary (36%), Belgium (34%), Italy (33%), Poland (28%) and Japan (25%).

Socioeconomic variables appeared the most likely indicator as to whether or not a consumer would switch brands for quality, even if the price were higher. Those with a high household income (57%) were considerably more likely than those with medium (45%) or low (38%) to agree. Similarly, those with a high level of education (53%) were more likely to agree than those with medium (46%) or low (39%) education levels. Social media activity also seemed to correlate with choosing quality over price: “active” users (50%) were more likely than passive (45%) and inactive (38%) users to agree with the statement.