Source: Nielsen [download page]
Notes: Some 55% of online consumers from 60 countries say they are willing to pay extra for products and services from companies committed to positive social and environmental impact, with this representing a 10% point increase from 2011. Willingness to pay a premium increased across each region, and ranged from a high of 64% of respondents in the Asia-Pacific region to a low of 40% in Europe. Separately, the study notes that respondents are as likely to rely on friends and family (47%) as they are product packaging (52%) to ensure that a brand is committed to positive social and environmental impact.
About the Data: Nielsen describes its study methodology as follows:
“The findings in this survey are based on respondents with online access in 60 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations. In developing markets where online penetration is still growing, audiences may be younger and more affluent than the general population of that country. In addition, survey responses are based on claimed behavior rather than actual metered data.”