MasterCard Survey Highlights Kiwi Compassion
Social Considerations Influence Purchasing Behaviour For More Than 40% of Consumers
Auckland, 3 April 2012 – More than half of all Kiwis are now donating to charity and over 40 per cent are willing to pay more for purchases from retailers that make social contributions back to the community, according to the latest MasterCard survey on ethical spending.
“Kiwis are often acknowledged as some of most generous people in the world,” said Albert Naffah, MasterCard New Zealand Country Manager.
“Our survey has found more New Zealanders are helping others less fortunate than themselves and in greater numbers than before the Christchurch earthquake and the financial crisis.
“Despite pressure on household budgets and ongoing economic challenges, 55 per cent of Kiwis now generously give to charity, up five per cent on 2009 and 2010.
“Our recent disasters have had a profound effect on the community and New Zealanders have come together and shown their support through more people giving to charitable causes. Local disaster relief funds understandably receiving one of the biggest increase in contributions and topping the list of preferred causes alongside serious illness funds,” Mr Naffah said.
However, most respondents (67 per cent) indicated that they were donating the same amount as last year. It is that more New Zealanders are choosing to make charitable donations.
“As a nation, we expect others to share the load when it comes to giving to the community. MasterCard’s survey found that 55 per cent of Kiwis are now more likely to purchase from retailers that contribute back to the communities in which they operate, or are environmentally or socially responsible. Considerations like the environment, fair trade and charity are important to New Zealanders.
“Our survey found that around 40 per cent of respondents were willing to pay more for items associated with ethical causes. Women and younger shoppers are typically more likely to buy products from merchants who stock ethical products, while men and 25 to 34 year-olds are less likely.
“There was also an increase in the percentage of people making these purchases online,” Mr Naffah said.
“This could suggest people are spending more time researching their purchasing choices online, especially if they are actively seeking out ethically responsible retailers. Internet access and online shopping are now powerful tools in helping consumers make informed buying decisions.”
Survey data was collected through online interviews between 5th December 2011 and 6th January 2012 from 500 consumers in New Zealand aged between 18 to 64 years old who accessed the internet at least once a week.
To download an executive summary of the MasterCard Mobile Payments Readiness Index, view an Interactive Global Map of the data or study the findings of the 34 countries that make up the Index, please visit http://mobilereadiness.mastercard.com
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