One-third of Americans say "conscious consumer" describes them well
According to the BBMG Conscious Consumer Report, more than one-third of Americans say “conscious consumer” describes them very well and nearly 9 in 10 say the term describes them well. Consumers are rewarding companies that do good things
As important, our study shows that 35 percent of all consumers avoided purchasing a product or service because of company practices in the previous 12 months — a number that rises to 62 percent among the most enlightened consumers.
Raphael Bemporad and Mitch Baranowski, Branding for Sustainability: Five Principles for Leveraging Brands to Create Shared Value, http://www.bbmg.com/pdfs/BBMG_sustainability_white_paper.pdf