Consumers are increasingly avoiding shopping with unethical retailers, as more than two-thirds (68%) of Generation Z (18-24 year olds) reveal they avoid ecommerce companies which they believe to have dubious business practices.
The investigation into how unethical business practices impact purchasing decisions also revealed that more than half of respondents (58%) from across all age groups won’t shop with ecommerce retailers who treat staff poorly.
The research, from ecommerce marketplace OnBuy, indicated that 23% of respondents avoid shopping on Amazon completely, while a further 30% are trying to shop less with the retail tech giant following revelations that it mistreats its workers.
With over 80% of the UK population making ecommerce purchases, 70% of those prefer to shop with sites which align with their personal values and beliefs, highlighting the shift towards purpose-driven spending habits.
Read more: OnBuy rewards staff with over £1m in shares
“The results of this survey show that British consumers are becoming more purpose driven with their spending, and are willing to take a stand if they believe a brand’s values aren’t compatible with their own,” commented OnBuy’s CEO and founder, Cas Paton.
“In the fast-paced world of ecommerce, some marketplaces have been in the spotlight recently for using consumers as pawns, poor working practises and in some cases, downright abuse of staff.
Paton pointed out that here are many business challenges for tech leaders have to overcome, but says “one thing you always have total control over is how staff are treated, so there’s zero excuse for malpractice.”
“At OnBuy, fairness and transparency are values that sit at the very heart of our organisation, not just in providing a fair environment for retail brands to grow, but in ensuring our staff are happy, motivated and rewarded for their hard work.”