How Giving Back Affects Pricing Perception
By Sarah Ford on April 2, 2015
By Melissa Hollis, CafeGive Social
It’s not always easy to figure out what consumers want. Case in point: the same markets that recently pushed Harry Potter-branded chocolate to go fair trade also pressured natural and organic retailers such as Whole Foods to lower their prices. Pulled between their sometimes-conflicting responsibilities to a sustainable earth and sustainable business, brands face a critical question:
How much more are consumers willing to pay for a product that supports a good cause, as opposed to one that doesn’t?
This inquiry is at the heart of a new research study by our friends at Software Advice, a company that connects non-profit software buyers with vendors. Entitled “Key Priorities for Ethical Supply Chains,” the report assesses the value of cause-centric decision-making from the perspectives of both companies and consumers. It also uncovers the most convincing ethical initiatives as well as a breakdown of top performing acts of community involvement.
Some of their significant findings: