Title RESPECT - For more Responsible Purchasing Practices
Project Number 2011-1-CH1-LEO05-00044
Product Consumer survey and consumer feedback analysis
Title Consumer survey and consumer feedback analysis
Product Type others
This pilot consumer survey succeeded to demonstrate a practical way for a company (buyer or supplier) to collect feedback on its CSR practices and consult its stakeholders. The survey tool was presented to the target groups (suppliers and buyers) and included in the communication part of the training modules. It has also contributed to build the guidance (training) material for suppliers and buyers on communication toolkit (consumer consultation and use of collaborative tools).
The consumer feedback analysis also confirmed our initial thinking that consumers are interested in CSR and purchasing practices and are an important leverage in supply chains. More companies can communicate and develop collaboration with consumers, more they will be credible in terms of CSR practices. Consumers can also be a source of innovation if web 2.0 tools are well used.
The RESPECT team developed a consumer survey to enable active stakeholders to assess consumers’ attitude towards brands/suppliers social practices and position their role in supporting good practices. Buyers being the final target of the project, it was decided to involve them in that approach by testing consumers through a brand consumer panel. Patagonia has agreed to participate in this exercise and test the consumer survey approach with the RESPECT team.
The survey was pilot tested on a panel of consumers in France and Germany in early October 2012. France and Germany were picked, as they are two European countries where Patagonia has a large consumers' database.
This pilot survey was carried out with the two main objectives of (1) showing how a brand can collect feedback on their social and environmental practices from end-users and (2) positioning consumers' role in supporting good practices. The survey was set up online and the link to it was sent to the consumers through Patagonia’s newsletter. The survey was online for then days from October 11th to 21st. The response rate was pretty good as we reached 5% of response (681 respondents out of 14’299).
In terms of results, the survey showed very positive and encouraging findings confirming consumers’ interest and support toward more responsible practices. First of all, tested consumers feel very concerned about the brands’ social and environmental practices in their supply chains. They massively believe that ready-to-wear brands are not really committed to implementing more responsible practices but outdoor sport brands get better results. Most of the respondents identified three main actors having an influence on CSR practices: consumers, brands and suppliers, which shows that they consider having a say in the way their favorite products are produced. Most of the respondents are seeking brands’ CSR information from different sources of information but are not always convinced about the honesty of the information they find. A very interesting figure that came out of the survey is to see that 76% of respondents are ready to pay a little bit more to be sure that the products are made under decent conditions.
The consumer survey results were also illustrated through an infography (available in English, French, Bulgarian and Turkish) to transmit key messages in an efficient, visual way.
Target group suppliers, buyers and consumers
Area of application
Product Languages English