• What is the gap between responsible sentiment and behaviour?
• How far are people overstating their behaviour when it comes to things like recycling?
• What are the main barriers to more consumers acting responsibly?
• What do brands need to do to be seen to be more responsible?
• What influences encourage responsible consumerism most?
• What impact have current economic conditions had on consumers’ willingness to behave more responsibly?

We have also developed leading edge thinking with regards to:

• How people who share the same attitudes towards being responsible actually behave quite differently
• The kinds of communication message which have the greatest cut through and to what type of responsible consumer
• The interplay between cost/price and responsible behaviour

We think this approach reflects what business and government really needs to know to produce effective strategy.

Techniques to accurately record and analyse behaviour include video, diaries, blogs, SMS and conventional observation methods.

To demonstrate the power of Responsible Research insights, we’ve carried out a groundbreaking investigation into differences between actual behaviour and consumer attitudes to a common mainstream purchase – shopping for food at UK supermarkets.

See the results here

We define a responsible consumer to be someone who chooses to buy based on factors ‘other than price, quality or promotion.’ These factors may be things like:

• Ethical Production
• Recyclable Packaging
• Locally Sourced
• Animal Welfare
• Fairtrade
• Nutritional Value
• Products in Season
• Organic
• Non GM
• No Artificial Ingredients
• Simple Packaging

'...we’ve carried out a groundbreaking investigation into differences between actual behaviour and consumer attitudes to a common mainstream purchase – shopping for food at UK supermarkets.'

Pic credit - ralpbijker