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Auckland, 23 April, 2010:. Shopping with a conscience continues to grow in importance in New Zealand, with consumers more likely to purchase from socially responsible merchants, according to the latest survey from MasterCard Worldwide.

When it comes to gift giving, 25 to 34-year-olds are willing to pay more for products that are environmentally friendly and based on fair trade principles. Around 44% of respondents said they actively search for merchants who sell such products. The survey and its accompanying reports do not represent MasterCard financial performance.

The survey also indicates that female respondents (72%) were more likely to purchase from merchants with strong environmental and social responsibility credentials than males (68%).

Stuart McKinlay, country manager New Zealand, MasterCard Worldwide, says, “New Zealand shoppers are being drawn towards socially responsible and eco-friendly merchants and products.

“Shoppers consider a range of factors when they make a purchase. Knowing a retailer is making a material contribution to a good cause is clearly something they are increasingly looking for and in some cases are prepared to pay more for.”

Specifically, merchants that give back to their community (76%), are socially responsible (70%), or are environmentally responsible (68%) are a bigger draw card than merchants who display strong financial responsibility (56%) for New Zealand shoppers.

In another sign of shopping with a conscience, the majority of New Zealanders say they prefer a portion of their purchase be donated to charity rather than discounted off the price (55%).

When it comes to charities, geography is not a concern for the majority of New Zealand shoppers with 58% donating regardless of location vs. those who prefer to contribute to local charities (42%).

Of those charities New Zealanders prefer to donate to, cancer and heart disease top the list (42%), followed by child health charities (30%), local natural disaster relief funds (29%) and animal aid (28%).

MasterCard Worldwide advances global commerce by providing a critical economic link among financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes approximately 22 billion transactions each year, and provides industry-leading analysis and consulting services to financial-institution customers and merchants. Powered by the MasterCard Worldwide Network and through its family of brands, including MasterCard^®, Maestro^® and Cirrus^®, MasterCard serves consumers and businesses in more than 210 countries and territories. For more information go to www.mastercard.com. Follow us on Twitter: @mastercardnews.